Marketing and Digital Technologies最新文献

{"title":"Study of development trends of the internet advertising market in Ukraine and tools for attracting clients on it","authors":"H. Ostrovska, Oleksandr Ostrovskyy","doi":"10.15276/mdt.7.1.2023.6","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.6","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":"110 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":"126850226","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 of social networks: the challenge of today","authors":"Svitlana Ramenska, Alina Cherniavska, Natalya Kotovska","doi":"10.15276/mdt.7.1.2023.3","DOIUrl":"https://doi.org/10.15276/mdt.7.1.2023.3","url":null,"abstract":"The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classical ones. Because it is vital for business entities to respond in a timely and competent manner to modern trends and changes in consumer behavior, making social networks an important element of their marketing processes. Marketing activity in social networks has become one of the most effective ways to attract and engage more consumers, however, it remains a fairly new concept and is characterized by constant and dynamic changes, so it is worth investigating the features and trends in the development of social network marketing, their tasks, advantages, disadvantages and opportunities application of social networks in the marketing strategy of enterprises. Today, using social media marketing is the most versatile method of online promotion. The pace of development is so rapid that every year social media become an integral part of the marketing activities of any enterprise. The article discusses the issue of marketing ,as an important component of the modern Internet space. The right choice of Internet marketing strategy and tools is one of the components of marketing. Attention is focused on the use of an effective social media marketing strategy in modern business conditions. Conclusions and directions for further research. The relevance and necessity of using the described type of marketing has been proven, as it contributes to increasing the competitiveness of economic entities in the modern business environment. Therefore, today's business environment requires establishing a strong presence in the Internet space, and the use of an effective social media marketing strategy allows today's market representatives to influence traffic and conversions. Thus, today, social network marketing is becoming a valuable tool that helps to create and develop modern brands, increase consumer confidence and form demand not only on the Internet, but also in traditional markets","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"12 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":"133924338","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":"Use of chatbots in the trade of building materials","authors":"Olesia Romanenko, L. Alaverdian, Ganna Basova","doi":"10.15276/mdt.6.4.2022.1","DOIUrl":"https://doi.org/10.15276/mdt.6.4.2022.1","url":null,"abstract":"The aim of the article is analysing the effectiveness of the use of chatbots in comparison with other e-commerce tools, in particular with websites; determining the functions and capabilities of the chatbot when used in the construction materials trade; indicating the advantages of using chatbots for sellers and for consumers; creation of a basic scheme of chatbot operation in the trade of building materials. Analyses results. Modern types of Internet communications are capable of acting as a virtual interlocutor, repeating and reproducing a written set of human signs, providing a programmed answer to the questions asked. Chatbots use conversational intelligence as a new user interface for e-commerce applications and, accordingly, have significant advantages over other sales channels, increasing sales, improving end-customer service and significantly reducing costs. According to Juniper Research, the total number of chatbot messaging applications available worldwide will grow from 3.5 billion in 2022 to 9.5 billion by 2026. A Ukrainian team of experienced specialists in the construction industry and IT developers developed a chatbot called BMBOT, which is aimed at the digital transformation of the construction industry using artificial intelligence, starting from communication with customers and ending with the collection and analysis of sales data. The article describes the features and capabilities of the chatbot, as well as the advantages of using it for customers and businesses. The authors showed a schematic diagram of a chatbot for a company - a supplier of construction goods, using the example of the selection and calculation of construction materials for the installation of a laminate floor. A chatbot can be developed for all types of system products. This project will be of interest to suppliers, as they will be able to convey to the client important differentials of their products, such as environmental friendliness, European standards, cost efficiency, ease of use, and others. Through the chatbot, you can form a complex customer order with the possibility of delivery, which will save the buyer's time and finances. For the seller, the use of a chatbot will facilitate communication between the client and the supplier, solve the problem of shipment and delivery of goods, and reduce the time and money spent on processing the client. The costs associated with the implementation and use of a chatbot include the initial investment in the creation of the platform and the ongoing costs of maintaining the messaging service. But these costs will be covered by the benefit received in the process of using the chatbot. Conclusions and directions for further research. The advantages of using a chatbot by trading companies: optimization of sales processes, increased decision-making efficiency, assessment and analysis of the target audience, which will lead to cost savings, increased customers, increased conversion, turnover and margins. For further re","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125761934","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":"Innovative approaches to the development and increase of the efficiency of marketing in social networks","authors":"Ivan Tereshchenko, Viktoriia Danylenko, O. Maiboroda, Tatyana Borovyk","doi":"10.15276/mdt.6.3.2022.4","DOIUrl":"https://doi.org/10.15276/mdt.6.3.2022.4","url":null,"abstract":"The article considers the development novation trends of e-commerce and social media marketing, it analyzes the use of marketing tools, examines the implementation of novation trends in Internet marketing to promote the enterprise in social networks. Systematization of literature sources on the research topic showed that the use of Internet marketing tools to promote their products and services is very effective. These Internet marketing tools are considered: SEO-optimization; e-mailing; advertising on social networks; contextual advertising; video marketing; intuitive marketing; marketing 3.0; analytical marketing. The main trends that dominate in the field of Internet marketing and social media marketing are identified and analyzed. They are: dynamic activation of mobile marketing, active use of web analysis, advertising in video format, influence marketing, email marketing, content marketing, Instagram promotion, Facebook, chatbots and messengers, personalization of business pages.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129135539","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":"Assessment of the market potential of African countries","authors":"I. Oklander","doi":"10.15276/mdt.6.4.2022.7","DOIUrl":"https://doi.org/10.15276/mdt.6.4.2022.7","url":null,"abstract":"The aim of the article. The purpose of the article is to development of a methodology for assessing the attractiveness of the market of African countries for domestic enterprises. The results of the analyses. The reasons that prevent the development of the African sales market have been identified: the opposition of world power centers; non-transparency of funding and total corruption at all levels of government; low level of technology development; cultural, religious and social contradictions in many countries; complex epidemiological situation; lack of necessary transport infrastructure; low level of population urbanization; low level of literacy. A methodology for assessing the attractiveness of the market of African countries is proposed based on the use of five criteria: potential market capacity, dynamics of market sales, complexity of marketing efforts for the enterprise, project payback terms, product complementarity to the enterprise's current business. Conclusions and perspectives for further research. For successful work in the African market, it is necessary to perform the following actions: make more significant efforts in studying the foreign market and carefully adhere to the principles of marketing; set high requirements for the quality, knowledge, technical level of goods, service, advertising, packaging, design; strictly take into account the requirements of foreign markets, their conditions, potential, opportunities for diversification on it; use close direct relations with foreign consumers, intermediaries, brokers, participate in auctions, fairs and exhibitions, use leasing and other methods that would contribute to the expansion of foreign economic relations; take into account the peculiarities of the global market: the presence of competitors, their prices, terms of sale of goods, volume of sales, advertising, methods of distribution and promotion of goods and services","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117035315","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":"Management of price policy in the enterprise","authors":"M. Panchenko, A. Strenkovska","doi":"10.15276/mdt.6.4.2022.9","DOIUrl":"https://doi.org/10.15276/mdt.6.4.2022.9","url":null,"abstract":"The aim of the article. The purpose of the article is to highlight the theoretical aspects of price policy management at the enterprise in modern business conditions. The results of the analyses. The article is devoted to the study of price policy trends based on the use of a marketing approach, taking into account a comprehensive analysis of the enterprise's activity and modern trends of world experience in studying the conditions and factors of price policy. The work summarizes the initial elements of the development of the company's pricing policy. The main stages of the price policy management process are formulated. The main blocks of the price policy management process at the enterprise are considered, as well as the goals of the price policy are summarized and reflected. Conclusions and perspectives for further research. It was determined that the price policy of the enterprise is one of the decisive factors of its successful functioning, prosperity of competitiveness in the market. An effective pricing policy should take into account the current needs of the market and strive to achieve the best financial results for the organization. The result of a competent price policy should be not only the establishment of a competitive price for the product, but also the creation of a complete system of prices at the enterprise, which would allow the establishment of prices for the goods produced by the enterprise, based on the geographical features of the location of the sales market, the financial capabilities of consumers, and the seasonal consumption of goods and other equally important aspects.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129996672","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 system of demand indicators as a factor in the formation of the growth strategy of the enterprise","authors":"Oleksandr Zozulov, Tsareva Tsareva","doi":"10.15276/mdt.6.4.2022.3","DOIUrl":"https://doi.org/10.15276/mdt.6.4.2022.3","url":null,"abstract":"The aim of the article. The purpose of the article is to develop a scheme for the formation of a company's growth strategy based on the analysis of a system of indicators that characterize the level of market demand for a product. Taking into account the above, the following tasks were set and solved: the scheme of formation of demand in the consumer market is visualized; a system of indicators of market demand for goods on the market has been formed; it was determined how, depending on the state of market demand indicators, to determine the company's growth strategy in the market. Analysis results. The article shows that the formation of market demand in the consumer market is a process that begins with a person's value system, his motives and, under the influence of a number of factors, transforms into market demand, characterized by both qualitative (demand structure) and quantitative (demand level) components. A system of indicators characterizing the level of market demand is given: the primary level of demand, absolute and relative potentials, market capacity, absolute and relative market shares, sales potential, sales forecast. The article provides a diagram that displays the non-linear nature of the relationship between the increment of the absolute market share of the company and the cost of it. This dependence formed the basis for choosing the company's growth strategy using the Igor Ansoff matrix based on the analysis of the ratio of the system of indicators of market demand. The article presents the main hypothetical (possible) possible combinations of market demand indicators and their respective company growth strategies. The article provides considerations regarding possible directions for the formation of a growth strategy based on a study of demand indicators, costs for increasing market share, which are designed in the form of a possible combination of determining indicators of market demand and demand for the company's goods: the absolute market share and the company's sales potential, market capacity, market potential. Conclusions and directions for further research. The system of indicators presented in the article and the qualitative method of its evaluation make it possible to outline the general vision of the direction of the formation of the company's growth. Taking into account the further analysis of the goals, resources, costs of changing or improving the marketing complex and the competition in general in the existing and/or new market, it is possible to thoroughly determine which direction of development will be appropriate. The further direction of research should be the development of a detailed mechanism for choosing a growth strategy, taking into account the presented system of demand indicators, as well as the formation of a mathematical decision-making apparatus, as a component of such a mechanism","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133719700","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":"Digital technologies of the intensification of international scientific and technical cooperation","authors":"А.А Shiyan, L. Nikiforova, I. Dohtieva, S.S Zharinov","doi":"10.15276/mdt.6.3.2022.8","DOIUrl":"https://doi.org/10.15276/mdt.6.3.2022.8","url":null,"abstract":"The aim of the article is to form a number of recommendations based on the comparative analysis of digital consulting organization technologies in European countries regarding the organization of communication interaction between subjects of international scientific and technical cooperation in this area for the intensification of international scientific and technical cooperation in Ukraine. Analyses results. The article analyzes the technologies of digital consulting organization in European countries. For a comparative analysis, portals were selected that most successfully implemented the process of providing digital counseling using specialized national contact points for obtaining grants within the framework of such European Union framework programs as \"Horizon2020\" and \"Horizon Europe\", which are defined as the largest transnational grant researches funding programs in the field of international scientific and technical cooperation. The article improves the method of applying digital technologies to intensify international scientific and technical cooperation through the use of specialized consulting methods, which are aimed at Ukrainian participants in grant funding of scientific research, which allows to increase the level of involvement of Ukrainian science in the European scientific space. The practical significance of the research lies in the development of a proposal for the organization of communication interaction between the subjects of international scientific and technical cooperation in the field of the use of digital consulting technologies for the intensification of international scientific and technical cooperation in Ukraine. Conclusions and directions for further research. As part of the research objective, an analysis of the portals was carried out on which, based on specialized national contact points, consultations using digital technologies are implemented for the largest transnational research funding programs in the world - the EU Framework programs for research and innovation \"Horizon 2020\" and \"Horizon Europe\" for a number of countries, in particular: Belgium, Austria, Poland. The functions and responsibilities of national contact points in terms of providing digital consulting services and the functions and areas of responsibility of subjects of communication interaction of international scientific and technical cooperation were defined. Also, on the basis of the conducted research, connections and ways of interaction between subjects of communication interaction in the field of digital consulting were determined. According to the results of the comparative analysis, the specifics of the organization of portals of different countries were singled out and the advantages and disadvantages of the corresponding type of organization of portals in the context of digital consulting were determined. Also, based on the analysis, a number of proposals were developed to improve the effectiveness of the international scientifi","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122510380","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":"Management based on the principles of marketing of ecologically-oriented innovative development strategies in the post-war period: national and international aspects","authors":"S. Illiashenko, Yuliia S. Shypulina, N. Illiashenko","doi":"10.15276/mdt.6.3.2022.5","DOIUrl":"https://doi.org/10.15276/mdt.6.3.2022.5","url":null,"abstract":"The aim of the article. The goal is to develop an approach to management (based on the principles of marketing) of the formation and implementation of strategies for ecologically oriented outstripping innovative development of business entities, which would ensure the transition to sustainable economic growth in the direction of the fourth industrial revolution and the transformation of technological systems, as well as the elimination or reduction of environmental threats to the national (including regional and local), as well as international levels caused by hostilities. Analyses results. The main ecological threats caused by military actions on the territory of Ukraine are defined and systematized according to the directions of influence (domestic or international). An approach to determining the priority of their elimination or reduction is proposed. A sequence was formed and the content of the strategic marketing analysis procedures was outlined to determine innovative approaches to the elimination of environmental threats, and in their direction, corresponding innovative developments, in particular: 1) definition of the circle of those interested in the elimination/reduction of environmental threats, their problems caused by these threats, as well as requests for solving problems; 2) identification of the problems of product manufacturers (service providers) who can offer ecologically oriented innovative developments; 3) forecasting trends in the development of STP in the field of product manufacturers (service providers); 4) determination, on the basis of a joint analysis of the results of previous procedures (1-3), of innovative activity areas, and in their direction of specific innovative products (their main technical and economic characteristics), which are intended for the elimination of environmental threats; 5) development of the principles of innovative development strategy based on ecologically oriented innovations. Methodical principles for choosing a strategic approach to ecologically-oriented innovative development of a business entity have been developed, which include taking into account: the adequacy of the level of potentials-subsystems of the potential of innovative development of the business innovative entity for the implementation of greening strategies of innovative development in the post-war period; consumption costs of the ecological innovation and the usual analogue (if available); circles of organizations and/or population groups (society) interested in eliminating/reducing environmental threats and solving the problems caused by them; opportunities for obtaining ecological competitive advantages by interested organizations and consumers of ecological innovation; possibilities of state (regional) or international support for socially significant environmental innovations. A corresponding decision table has been developed. A system of measures for marketing support of the process of creation and implementation of ","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"116 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124405989","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 promotion and optimization of one-page websites","authors":"I. Hnylyakevych-Prots, Svitlana Zinkova","doi":"10.15276/mdt.6.4.2022.2","DOIUrl":"https://doi.org/10.15276/mdt.6.4.2022.2","url":null,"abstract":"The aim of the article. The purpose of the article is to determine the key features of the promotion and optimization of a one-page site, as well as to investigate whether it is possible to promote it by SEO in the TOP of organic search results. Analyses results. The scientific article analyses the features of promotion and optimization of a one-page site, focusing on traffic and conversion technologies. The complete identification of a one-page site with a landing page was refuted, and it was proved that a landing page is not always a one-page site. The main types of one-page websites and methods of their promotion are described, which include SEO, setting up advertising according to the PPC model, link building, crowd marketing, managing online reputation and reputation in search engines, SMM and targeted advertising. It has been clarified under what conditions it is possible to attract SEO traffic, based on the research conducted on the freelance exchange. There are cases where advertising is more effective than organic promotion. The simplest ways to convert a one-page site into a multipage site are outlined. The optimal structure of the target web page is determined, that is, what blocks and elements it should contain. Methods of its optimization to increase the conversion rate have been studied. A prototype conversion one-page site was developed for a visual systematization of conversion rate optimization (CRO) methods. The scientific novelty of the study is the definition of methods of promoting one-page sites in the TOP of organic search results and alternatives for attracting traffic, developing a prototype of an optimized landing page that will ensure lead generation and a high level of conversion. The practical value of the study is to conduct marketing research on the freelance exchange to determine whether it is possible to promote a one-page landing page using SEO technologies. Based on the results of this research, conclusions were formed that allow companies to determine under what conditions which methods of promotion are the most effective. Conclusions and directions for further research. In general, the promotion and optimization of a single-page site is a complex process that has specifics and differences from the promotion and optimization of classic multipage sites. However, many activities are focused on the general principles of traffic and conversion technologies in digital marketing. Getting to the TOP of organic search results with a web resource that has one page is possible, but attracting traffic through other channels ensures full coverage of the target audience. If the web page is optimized, then there is a high probability of getting the desired number of leads or customers. The global perspectives of the research are conducting an experiment to promote a one-page landing page to the first page of search results and describing all the difficulties on the way to achieving the goal. There are also plans to develop a","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120934330","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}