Marketing and Digital Technologies最新文献

{"title":"Innovative educational environment as a branding tool","authors":"T. Borovyk, S. Ustychenko, T. Zalozna, O.V Voloshchenko","doi":"10.15276/mdt.7.1.2023.7","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.7","url":null,"abstract":"The aim of the article. The aim of the article is to investigate the impact of an innovative educational environment on the formation of a positive image, reputation and promotion of an education institution brand. Analysis results. Building and managing a brand in today’s challenges is one of the key tasks of forming a sustainable position of an education institution, because it is the construction of an innovative educational environment that is aimed at implementing a development strategy and global collaboration. The article considers the activity of the Language center “Lingua Hub”, a structural unit of Cherkasy State Business College, as one of the branding tools used by an education institution to enhance its competitiveness in the market of educational services. Today, the Language Center is a branding tool, a business card for stakeholders, a career orientation tool for potential applicants and interested people, etc., which is formed in accordance with the development strategy and brand creation of the education institution. The article analyzes the impact of the unit's activities on the development of international cooperation, establishment of partnership relations and implementation of educational projects and determines the main target audience and ways of communication with it. The features of interdisciplinary relations in the construction of the strategy of intercultural communications, the establishment of international partnerships and their influence on the formation of the image and brand of the education institution are highlighted. The authors consider brand management in the conditions of modern challenges and focus on the importance to follow the principles of building a successful brand, such as flexibility and adaptability to changes, loyalty to consumers of educational services, social activity, the ability to take risks and experiment. The digital component is separately highlighted as a branding tool of an innovative educational environment, which provides an opportunity to expand the target audience of brand consumers in a virtual dimension, and helps to eliminate a psychological barrier in communication, erase boundaries and increases economic efficiency.The developed brand strategy is aimed at the transition to digital branding, which contributes to the acquisition of a new status of the use of interactive communications, the acquisition of new forms of creative content, an effective tool of which is SMM. This provides an opportunity to communicate and receive feedback through social networks and SEO - promotion of the website of the education institution among search engines, which simplifies the search for the Language Center page by keyword. Special attention is paid to the use of digital tools and the creation of a virtual space for organizing the activities of the structural unit. In particular, the application of digital learning technologies through the use of mobile applications, social networks, education","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"18 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114398688","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Information support of marketing activities of industrial enterprises and its efficiency","authors":"V. Pylypchuk","doi":"10.15276/mdt.7.1.2023.11","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.11","url":null,"abstract":"The aim of the article. The purpose of the article is to determine the key indicators for evaluating the effectiveness of the functioning of the marketing information system of industrial enterprises. The results of the analyses. The effective organization of the work of the marketing information system expands the possibilities of marketing activities due to the ability to accumulate and quickly process information. Such improvement can significantly improve the quality of strategic decisions and rationalize the processes of development of the marketing complex. Areas of improvement are: systems of analytical processing and detection of regularities; data organization and management systems; processing of large amounts of information; access to necessary sources of information; working with the necessary information formats; quick collection and processing of information; influence on the profitability of the enterprise, determination of a set of indicators for evaluating the effectiveness of the functioning of the marketing information system. Conclusions and direction for further research. In order to make balanced marketing decisions, it is necessary to have information about existing practical experience in solving problems similar to one's own, as well as by what methods they are implemented. This is achieved by applying a benchmarking approach. At the same time, the management of the company should take into account that their own experience is studied, researched and analyzed through communication links. Due to such interaction, the level of substantiation of management decisions increases, and thus the competitiveness of the enterprise itself. In the modern practice of building marketing information systems, the prevailing principle is that first all the necessary marketing information is covered, and then the information necessary for managers of a certain level of management is accumulated from it. Modern information technologies, using the capabilities of global information networks (Internet, Bitnet, DECnet and others) allow marketing departments to receive relevant information in a timely manner and in the necessary volumes.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128504634","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The analysis of methodological approaches to the assessment of the efficiency of the enterprise’s marketing activity","authors":"A. Strenkovska, M. Panchenko","doi":"10.15276/mdt.7.1.2023.12","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.12","url":null,"abstract":"The aim of the article. The purpose of the article is the analysis and generalization of the approaches to grouping and stages of the forming process of the system of the effectiveness and efficiency indicators of the enterprise’s marketing activity. Analyses results. The scientific community pays considerable attention to the study of financial aspects regarding the system formation of evaluating indicators of the enterprises’ marketing activity. Despite the sufficient interest paid to the problems of efficiency assessment by foreign and national marketing specialists there is no carefully structured system of the categories, methods and indicators that allow evaluating marketing activity. There are the approaches that recommend using only financial methods in evaluating the effectiveness of marketing activities, but in practice it has been proven that only the financial analysis is not enough to determine the effectiveness of marketing activities, since non-financial factors that also determine the financial effectiveness are neglected. Some scientists suggest using a general criterion of effectiveness to measure the effectiveness of marketing activities, namely, the ratio of the result of the company’s financial activity (provided that marketing services are functioning) to the costs of their maintenance. The group of non-financial indicators for evaluating the enterprises’ marketing activity is also very important. There are the following approaches: brand analysis, comparative analysis of the marketing complex, analysis of customer retention policy, customer lifetime value, model of predicting net income from the consumer relations, SCOR model. Such approaches can also include those that use a psychological component, which nowadays is very important regarding effectiveness evaluating of marketing activity. This article focuses, first of all, on the fact that it is necessary to clearly define the methodological principles on which the construction of the indicator system of marketing activity is based. Such an opinion is justified by the fact that when it becomes clear what principles the construction of the indicator system of marketing activity is based on and what requirements are put forward to this system, it is possible to proceed to detailing the process of evaluating the effectiveness of the enterprises’ marketing activity. Conclusions and perspectives for further research. The conducted research showed that the scientific community did not reach the agreement on the issue of developing precise methodological bases for the systematic assessment of the effectiveness of marketing activities. However, there is also a positive trend which is expressed in the fact that the use of various methods of evaluating marketing activity allows to compare the degree of effectiveness of conducting marketing activities at the enterprise, as well as the need and feasibility of implementing certain marketing measures. Each of these methods has advantag","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130797079","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"State and trends of modern marketing research: a bibliometric review","authors":"I. Zhalinska","doi":"10.15276/mdt.7.1.2023.2","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.2","url":null,"abstract":"The aim of the article. The paper outlines the current state of scientific research in the field of marketing and the priority trends of its development based on the bibliometric analysis of a domestic scientific journal “Marketing and digital technologies” dedicated to modern marketing research related to digitalization processes. The results of the analyses. The journal has a pronounced thematic orientation and is characterized by a high level of scientific research, which is confirmed by the scientific qualifications of researchers, the involvement of publications by foreign scientists, and the growing ranking of article citations according to Google Scholar. Overall, this makes it possible to identify the Journal’s publications as a relevant information base for outlining modern directions of marketing research in Ukraine. According to the results of the analysis of the articles, it has been determined that domestic research on changes in marketing under the influence of digital technologies and the Internet is gradually developing and differs in a rather wide range of research: from theoretical foundations to specific narrowly focused issues. Based on the systematization of the content of the journal articles, the main thematic areas of research have been highlighted and the latest current trends have been identified. A significant part of publications is devoted to the application of digital marketing tools and technologies in marketing communications (promotion). At the same time, researchers pay the greatest attention to various aspects of marketing in social networks (SMM - Social Media Marketing) both in terms of studying its effectiveness, main indicators, and individual types of activities or markets, and certain social networks, for example, Facebook, and Instagram. Recent trends include an increase in the number of publications on marketing analytics (the main number of publications has been observed in 2021). In particular, the issues of using artificial intelligence in marketing analysis, CRM systems, and metrics in digital marketing are being investigated. Review articles on modern trends in marketing development are also a topical area. Quite significant publication activity is observed in the following directions: a comprehensive market study in the marketing system, including Marketing research; business models, digital economy; other areas of research in marketing and general economic issues. A certain \"dispersion\" of domestic scientific intelligence in the field of marketing and their general nature is partially evidenced by the analysis of the frequency of keywords usage in publications by year and the ranking of the most cited articles of the Journal in Google Scholar. Conclusions and perspectives for further research. Therefore, the current state of domestic scientific developments has been characterized as being in the formative stage. The research of marketing communications under the influence of digital technologies, ","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128815049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Trends in media consumption in Ukraine in the wartime","authors":"Andrii Holitsyn, Valeriia Frolova","doi":"10.15276/mdt.7.1.2023.10","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.10","url":null,"abstract":"The aim of the article is investigating and analysing current trends in changes and development of media consumption caused by Russia's aggression against Ukraine, identifying its main problematic aspects and prospects. Analyses results. The article is underlining the basic trends of media consumption in Ukraine during the war and compares them with the pre-war period, i.e., the way in which people interact with different forms of media, such as television, the Internet, print publications and radio. Understanding these trends is important for media companies, advertisers, and policymakers, as it can help to fulfil decisions about content creation and distribution, as well as advertising strategies. Recent years have seen a shift in media consumption habits, with more and more people turning to digital platforms for news and entertainment. The emergence of streaming services, social networks and mobile devices has significantly affected traditional media consumption models. This has led to the decline of traditional forms of media such as newspapers and television and the rise of online news sources and video streaming platforms. In Ukraine, television is the most popular form of media. According to polls, in 2020, more than 80% of the population watches TV every day. The Internet is also becoming increasingly popular, with over 60% of the population using it regularly. The use of print media, such as newspapers and magazines, is declining. It is worth noting that media consumption habits may vary by region, age, and other factors, so the data may not be representative of all groups in Ukraine. Ukraine is witnessing an increase in Internet consumption and the use of social media. Online television and video services, as well as messengers and mobile applications, are also popular. Local information resources and media are also widely favored in Ukraine. In the future, audience measurement will increasingly move towards a more holistic model in line with the fragmented and growing system of audiovisual components, technologies and services that work together to create audiovisual experiences for users. The main purpose of using all types of information sources is to receive news about the situation in Ukraine. Thus, from 72 to 82% indicated this purpose for the top sources. Conventionally (because they are intertwined with other content and news), international news is in second place (47% overall), and local news (from their city or village - 35% overall) is in third place. Only in 15.5% of cases, the respondents' goal was to be entertained or distracted. However, the war has resulted in restrictions on the free flow of information, primarily through hostile and false web resources, telegram and other channels, censorship and propaganda. This means that people have limited access to diverse and independent news sources, which affects the quality and reliability of the information they receive. To some extent, this protects against the negative in","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129385527","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Startup marketing: features, digital tools, and promotion channels","authors":"Tetyana Tetyana","doi":"10.15276/mdt.7.1.2023.8","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.8","url":null,"abstract":"The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves explaining to the target audience the essence of the idea that underlies the startup; focusing attention on marketing research ideas based on a certain product that does not yet exist; each start-up requires separate attention and the development of marketing measures in the form of its industry specifics, the availability of funds; marketing tools vary by stage of the startup life cycle. The process of justifying the strategic marketing complex provides a certain sequence of actions: choosing a marketing concept; strategic analysis of the marketing environment; identification of the start-up life cycle; selection of marketing complex strategies; implementing strategies into a system of programs, projects, plans; implementation of strategies; control and evaluation of efficiency. The most effective channels of promotion and communication with startup customers are recognized as digital marketing - a type of marketing activity that uses various forms of digital channels to interact with consumers and promote the brand. Digital marketing tools include: creating your website, distributing information through social networks, e-mail distribution (direct mail marketing), webinars, blogs, banner advertising, contextual advertising, games, quests, surveys, interactive postcards, augmented reality, video services, interactive surfaces, animations, etc. Social media is a powerful marketing strategy tool for startups. The implementation of the SMM strategy for startup projects will contribute to the reduction of marketing costs and will ensure the promotion of the startup idea through the Internet most efficiently and rationally. Conclusions and direction for further research. Startup marketing is a necessary component of an innovation project. Marketing activities, methods, and tools differ significantly depending on the stage of the startup life cycle. At the initial stages of a startup's implementation, its financial capabilities are limited, so significant costs for marketing activities are, of course, not applicable. That is why the use of digital marketing tools will complete the startup developers to provide information and promotion of the product while maintaining the budget constraints of the project.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122480699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The application of intellectual information systems in the context of industrial enterprises management","authors":"H. Ostrovska, Oleksandr Ostrovskyy","doi":"10.15276/mdt.7.1.2023.5","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.5","url":null,"abstract":"The aim of the article. The purpose of the article is intellectual information systems introduction analysis and systematization, as well as the proposals development in the context of their effective use as a priority to ensure the innovative development of Ukrainian industrial enterprises. Analysis results. The article examines the problems and prospects of intellectual information systems introduction to increase the industrial enterprise efficiency. The study actuality of industrial enterprises sustainable development factors and trends is due to the need to develop the theory of industrial enterprises stability managing by improving the management of their digital transformation in the Ukrainian digital economy development conditions. It is emphasized that the key factor of success in the digital economy is not technology, but new models of technology and data management, which enable prompt response and modeling of future challenges and problems for states, business and civil society. It is noted that in modern conditions, for the effective operation of industrial enterprises, full-fledged information support is necessary at all stages of management decisions designing and formation. The expediency of creating a single information space at enterprises is substantiated, with the help of which all automated enterprise management systems can exchange information quickly and in a timely manner. The introduction and use of digital production processes modeling and design technologies throughout the entire products life cycle contribute to the enterprise and optimal management efficiency. Digital technologies make it possible to conduct analytical research, monitor any changes in the external environment, and respond to market needs in a timely and flexible manner. Due to digital technologies, a high level of labor productivity is ensured, as well as opportunities for integration of project participants and remote collaboration are provided. Business entities receive qualitative control over the production cycle and promotion of products to the market. The industrial enterprise management methodology as a dynamic system based on the intellectual information systems introduction is improved in order to increase the efficiency of their activities. The author's definition of the category \"digital industrial production\" is given. Intellectual activity results selection and market promotion processes embodied in new technologies are structured. An information system for new elaborations promotion managing was worked out based on the development of digital transformation in enterprise management and industrial enterprises technological processes. The author's proposed developments and recommendations can be used in the context of the industrial enterprise management efficiency augmentation in order to increase the economic added value by promoting to the market the results of intellectual activity embodied in new technologies. Conclusions and direction","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114149651","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketing communications in the Internet environment: the essence and problems of integration","authors":"Vitaliy Berezyuk, A. Donets","doi":"10.15276/mdt.7.1.2023.9","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.9","url":null,"abstract":"The aim of the article. The purpose of this article is to specify and update the categorical apparatus respecting Internet marketing, based on the authors' approach to the classification of integrated marketing communications on the Internet. Furthermore, the authors determine key indicators of success in the implementation of integrated promotion models at enterprises. Analyses results. The article is designed to research the essence of the categories \"Internet marketing\" and \"Internet communication\". These categories were analyzed and clarified from the perspective of their systematic connection. The article specifies and identifies the key features of marketing communications in the Internet environment and indispensable factors to form a synergistic effect of the use of communication channels for product promotion. The process of marketing communications in the Internet environment has been analyzed. The authors formed the classification model of integrated marketing communications in the Internet environment based on the functional approach. The main advantages and disadvantages of certain promotion tools in the Internet environment are studied. The key factors that determine the need to use tools of different levels of integration have been identified. Conclusions and directions for further research. The results of the research are the following: 1) while in public practice categories of “Internet marketing” and “Internet communication” are treated as similar concepts, they have drastic quality and quantity differences in their composition and functional purpose; 2) the main features of modern Internet communications are the omnichannel nature of their direction, the dynamism of types and formats, the high potential for integration, wide opportunities for evaluating efficiency, and enhanced communication with the electronic trade system; 3) among different approaches to integrate marketing communications from the traditional market to the Internet, the authors suggest the functional approach that involves the distribution of Internet marketing communications according to a three-level model; 4) before implementing the IMC system, the enterprise must consider its marketing capabilities, as well as the condition of the marketing activities’ external environment. The general marketing strategy of the enterprise's development must govern the system of economically feasible IMC to bring the most efficient results of the same. Further research within the framework of this topic may be related to evaluating the effectiveness of implementing integrated marketing communications on the Internet.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127277753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Features of the clusterization method application in marketing research of the pharmaceutical market of Ukraine","authors":"Andriy Fedorchenko, A. Kulyk, Igor Ponomarenko","doi":"10.15276/mdt.7.1.2023.1","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.1","url":null,"abstract":"The aim of the article. The purpose of this study is to group companies operating on the pharmaceutical market of Ukraine, using clustering methods based on sets of statistical indicators of their activities for the period 2008-2022, with the aim of the isolated groups further evaluating in terms of perspectives for the development of their marketing activities in this market. Analysis results. The article is devoted to the features of the cluster analysis using with the aim to distinguish groups of pharmaceutical enterprises operating on the pharmaceutical market of Ukraine based on the use of a unified system of performance indicators. Key features of the clusterization methods application are given, which will allow to form groups from individual elements of the studied population based on scientifically proven approaches and to develop productive managerial solutions in the field of their marketing activities in accordance with the obtained results. The current state and key trends in the development of the pharmaceutical market of Ukraine are analyzed. Cluster analysis was implemented using the Sklearn library in the jupyter notebook environment. The Silhouette method was used to determine the number of clusters. At the final stage of clusterization it is necessary to profile the selected clusters by describing their key parameters and characteristics. As a result, three clusters were obtained, which are conventionally named as \"Leaders\", \"Average\" and \"Outsiders\" in accordance with the revealed characteristic features and indicators of market activities performance of the studied enterprises.In this way, the method cluster analysis makes it possible to consolidate a large number of competing enterprises fairly quickly by a set of indicators important for researchers, which have different natures, measurements, sources of their generation, as well as different frequencies of relevant calculations. In turn, the visualization of the results of this method application allows to visualize the promising directions of a more in-depth marketing analysis of the features of the market activity of competing pharmaceutical enterprises. Conclusions and directions for further research. Clustering of enterprises operating on the pharmaceutical market of Ukraine allows to visualize their current market positions on the basis of the consolidation of both the observation units themselves and the key indicators of their activities. It also allows to identify the main features and characteristics of their marketing activities, which is a valuable resource for further competitive benchmarking by those pharmaceutical companies that claim to strengthen their own market positions based on the development and practical application of effective marketing strategies and tactics of their activities in conditions of increased competition on the market and a number of negative trends currently taking place on it.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115900447","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Google Trends as a digital marketing tool: methodical aspects","authors":"T. Zavalii, S. Lehenchuk","doi":"10.15276/mdt.7.1.2023.4","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.4","url":null,"abstract":"The aim of the article is to identify and analyze the menus and options of Google Trends for the digital marketers. Analyses results. The article is devoted to the problem of expanding the information base of marketers through the use of Google Trends, which allows to analyze the search queries of users of the Google search system and create appropriate graphic visualizations of the popularity of various search terms and topics. It was established that the researched tool expands the information base for the work of digital marketers, in particular through the use of such sections of the service as «Explore», «Compare», «Trending Searchers. Daily search trends», «Trending Searchers. Realtime Search Trends», «Year in Search», «Subscriptions». For example, data from the «Year in search» category, in particular the «purchase of the year» category, shows the most relevant user needs that were relevant in a certain year. The general and additional capabilities of Google Trends for digital marketers have been highlighted. The general capabilities of this service include: determining trends by specific search terms or topics, determining the specifics of the dynamics of the popularity of specific search terms or topics, searching and analyzing competitors, researching various digital search platforms, and operational monitoring general current trends in the country. The general capabilities will be useful for all digital marketers, regardless of the specifics of their activity. Additional features of Google Trends include: creation of relevant content, refinement of the semantic core of the site, optimization of the content plan, clustering of topics and the search for reasons for website traffic fluctuations. Additional opportunities will be useful for more highly specialized product promotion specialists (content marketers, brand marketers, SEO specialists, SMM marketers, story makers, etc.). The authors summarized that the research of the dynamics of interest of network users through Google Trends helps to plan marketing initiatives for the future, align the content of sites with current trends, and analyze the activities of competitors. Conclusions and directions for further research. The analysis of the features of the use of other digital marketing tools and the comparison between them in terms of the effectiveness of their use for the performance of specific tasks set before digital marketers are identified as promising for further research.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131116653","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}