Marketing and Digital Technologies最新文献

{"title":"Market Segmentation of Innovative Products Using Genetic Algoritms","authors":"S. Zatsarynin","doi":"10.15276/mdt.5.2.2021.6","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.6","url":null,"abstract":"One way to increase the company's competitiveness is to find new market niches. The market niche is the result of innovations that stimulate hidden, potential demand, as a result of which the company, developing a new market, avoids intense competition and receives a higher rate of return. It is proved that the growing number and complexity of tasks in the field of marketing research, working with a large amount of information, leads to the need to group data. The aim of the study is to develop a universal approach to solving the problem of market segmentation of innovative products based on a combination of genetic algorithm with traditional clustering methods. An ideal market niche can be defined as a compact and isolated series of points, which in some space of characteristics are objects or data elements. The selection of a market niche in the medical equipment market is carried out using a top-down approach. This approach implies the traditional segmentation of customers, which is carried out in the following order: segmentation, segment selection, positioning. It is believed that segmentation is the starting point for the formation of a market niche. To segment the medical equipment market, it is proposed to use cluster analysis methods. According to the results of the analysis, it can be seen that the market segments of potential consumers of medical equipment and consumables of Siemens in Ukraine are characterized by a fairly dense grouping of images of consumers around the center of its cluster in the space of features. The presented genetic clustering algorithm is flexible in relation to the decision-making process, as it allows to perform clustering based on various criteria, such as maximum mutual removal of clusters, proximity of geometric images of objects to the center of the cluster, other criteria. This is achieved by changing the calculation formula of the fitness function, which takes into account the necessary combination of clustering criteria without changing the structure of the algorithm. The algorithm is insensitive to initialization, as in the process of evolution of chromosomes through the use of genetic operators, the algorithm completely covers the whole set of acceptable solutions, which, in turn, provides high quality market segmentation.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134518188","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":"Application of marketing methods and tools for the development of domestic tourism in a pandemic COVID-19","authors":"S. Illiashenko, Yulia Shypulina, N. Illiashenko","doi":"10.15276/mdt.5.2.2021.2","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.2","url":null,"abstract":"The aim of the article is development of an approach to the formation on the basis of marketing of the tourist image and brand of the region for the development of domestic tourism in the period and after the pandemic COVID-19 with the prospect of further entry into the international market of tourist services. Analyses. The global pandemic COVID-19 has negatively affected the entire world economy. The tourism sector has suffered greatly from it. More than a hundred countries have imposed restrictions on entry into their territories, which has reduced their revenues from the tourism industry. This has led to significant losses, as the share of tourism in the economy of foreign countries is about 10% (international average). One of the most effective measures to correct the negative trends in the field of tourism is the development of domestic tourism, which should compensate for the losses caused by reducing the flow of foreign tourists. In countries with developed tourism, their share is up to 90%. Ukraine's tourism industry is less dependent on foreign tourists, accounting for about a third of the total. However, domestic tourism can not only provide rapid results that will offset the current losses, but will also prepare for the development of international tourism after the recession of the COVID-19 pandemic. In view of the above, there is a problem of finding ways to develop domestic tourism in Ukraine with the prospect of strengthening the position of the domestic tourism industry in the international market of tourist services. Based on statistics, it is shown that the development of domestic tourism can not only compensate for the curtailment of revenues from international tourism in the context of the COVID-19 pandemic, but also prepare for the recovery of the international tourism services market after the recession of the COVID-19 pandemic. The main components of the tourist potential of the regions of Ukraine are specified. The approach to assessing the feasibility of developing certain types of domestic tourism in specific regions of the country has been improved, based on their tourism potential, the state of tourism infrastructure, existing market opportunities and threats, taking into account the impact of the COVID-19 pandemic. Its practical approbation is executed. The structure of the tourist image of the region has been clarified. The range of communication tools for the formation of the tourist image and brand of the region is outlined. Conclusions and directions for further research.The obtained results form an approach to the development on the basis of marketing the tourist image and brand of the region for the development of domestic tourism during the pandemic COVID-19, and in the future after the end of quarantine restrictions - to enter the international market of tourist services. Further research should be aimed at developing methodological approaches to management by formalized procedures (taking into account factor","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"37 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133377562","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 strategies of the Internet-Marketing instruments choice in accordance with the business model of the company on the web","authors":"O. Yashkina, Mykyta Saveliev","doi":"10.15276/mdt.5.2.2021.7","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.7","url":null,"abstract":"The aim of the article is to classify and form strategies of the commercial companies’ and non-commercial organisations’ promotion on the web. The results of analyses. During the analyses of the business models on the web, there were distinguished next possible strategies of the Use of Internet-Marketing instruments: Narrow specialization strategy – this strategy is appropriate for the companies, that want drive narrow specialized traffic to the web-resource. Narrow specialized clicks on the web-resource are specified requests of the user, that could contain professional terms. This kind of user-transitions belong to the people, who understand the subject deeply and can easily form necessary request, using search-engine. Narrow specialization strategy with the elements of reputation instruments – this strategy is appropriate for the companies, that want drive narrow specialized traffic to the web-resource. The main feature of the companies, that use narrow specialization strategy with the elements of reputation instruments, is that they have to have positive reputation, to wake up the interest of the user. Another main feature is that the companies sell the product, that could be freely scaled in a short period of time in comparison with a companies, that have got big productions. It is an element of publicity, that allows to reach first places in new segments. Wide specialization strategy – this strategy is appropriate for the companies, that want to drive more traffic to the web-resource, because this traffic is a source of companies’ income. The aim of the web-site is to answer to the information requests of the users, to encourage them to visit the web-resource and to reach the needed information through the watching of the advertising. Mixed specialization strategy – this strategy is appropriate for the companies, that have to use the large amount of the Internet-Marketing instruments due to the high level of the competition on the market. This type of the strategy requires larger amount of variable-costs, that’s why the level of the profit margin is low or middle. In this case, companies do want to increase their profit, selling their product to the big amount of consumers. This segment has a high level of competition. The synergy of reputation and publicity strategy – this strategy is appropriate for the non-commercial organisations, that have got an aim to educate their target audience or to collect the narrow- specialized information on their web-resource. The costs of the organisation are covered by the donation or by the month-fee. The administration of the organization is interested to support and expand their reputation, to wake up an interest in the larger amount of potential users. Conclusions and perspectives for further research. The classification of the business-models strategies on the web lets commercial companies and non-commercial organisations optimize their marketing processes, save resources, maximize the effectivity of ","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133131568","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":"Methodical recommendations for creating video content in the digital environment on the example of developing a promotional video for universities","authors":"O. Pushkar, Yuliia Tararyntseva","doi":"10.15276/mdt.5.2.2021.3","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.3","url":null,"abstract":"The aim of the article.Impression management is especially relevant in digital marketing. This is due to the fact that more and more communication in today's audience takes place in the digital environment in mobile phones and other gadgets. The problem is the lack of systematic information on the practical implementation of the concept of the economy of impressions in the digital environment. The purpose of the article is to form practical recommendations for creating video content in the digital environment on the example of developing a promotional video of the university. Analyses results.The article presents methodological recommendations for the practical application of the concept of the economy of impressions in the digital environment on the example of the development of a promotional video of the university. The significance of impressions in the process of information processing as a factor that holds the user's attention is specified. Successfully designed digital content will enable the user's imagination, transfer him to the situation presented and make it part of the action that takes place. Thanks to the proposed recommendations, the developer will be able to offer content that will be a sensory user experience. Conclusions and directions for further research. The stages of planning and implementation of the show in the digital environment in accordance with the laws of drama are substantiated. The action should take place in the user's imagination, under the influence of emotions that arise under the impressions of what is seen or heard. Summarized elements of storytelling and digital marketing, which are recommended in the development of emotional digital content. The components of the show in digital format are given. Motives for creating stories for a promotional video of a higher education institution are proposed.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123723029","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":"Role of AI Technology in Brend Building of Chinese Higher Education Institution – Thought Based on Integrated Marketing Communicanion","authors":"Wu Lingling, Chen Fuli","doi":"10.15276/mdt.5.2.2021.1","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.1","url":null,"abstract":"As the competitions among higher education institutions (HEIs) intensify, brand building has gradually become an important means for HEIs to build their images and enhance their competitiveness. For HEIs, the significance of integrated marketing communication lies in the integration of brand image communication content, communication channel and communication process. At present, the influence of traditional communication channels declines, the influence of self-established media is limited, and the negative information is not monitored well. Under such circumstances, AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128352014","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":"Metrics in digital marketing of trade enterprises","authors":"Vasyl Blyzniuk","doi":"10.15276/mdt.5.2.2021.4","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.4","url":null,"abstract":"Aim of the article. The purpose of the article is to identify metrics that are relevant to digital marketing, in particular, in the activities of trade enterprises. Description of certain metrics, their detailing and systematization. Analyses results. A study on the metrics of digital marketing in the activities of trade enterprises. Systematized, defined and supplemented groups of digital marketing metrics, their application in the activities of enterprises. The main metrics of digital marketing on some groups of metrics of digital marketing in the aspect of the analysis of digital marketing are allocated. The metrics used in social media marketing have been significantly supplemented and described. Added an exhaustive list of marketing metrics in social networks, in particular, highlighted the main ones. The interpretation of the metrics for attracting, covering and evaluating the results of advertising campaigns in order to attract new subscribers has been supplemented and detailed. The metrics of media and ppc-advertising are described in detail, the most important of them are singled out. The metrics of email-marketing are considered, defined and supplemented, priority ones are determined. The popularity of using digital metrics in ppc and e-mail groups is substantiated.The digital marketing metrics used for startups are outlined, described and detailed. Conclusions and directions for further research. The study analyzed and supplemented the main groups of application of digital marketing metrics. The descriptions and details of these metrics have been clarified, a wider set of metrics has been found, which corresponds to the current state of affairs in digital marketing. Systematized information from various sources and supplemented by practical observations of the functioning of services and digital marketing systems. The metrics related to social media marketing have been significantly supplemented and described. For each direction, important metrics are identified that outline the tools by results","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"216 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134257844","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":"Business’s digital transformation: choice, implementation and improvement of CRM-systems","authors":"I. Varis, O. Kravchuk, Sofiia Zavhorodnia","doi":"10.15276/mdt.5.2.2021.5","DOIUrl":"https://doi.org/10.15276/mdt.5.2.2021.5","url":null,"abstract":"The aim of the article. The aim of the article is to determine the essence, advantages and disadvantages of business’s digital transformation, describe the importance of business-process management through its digital transformation, define the nature, types and capabilities of CRM-systems, identify and describe trends in their development, analyze the results of prior researches and select the most popular CRM-systems, as well as research for existing problems of using defined CRM-systems, suggest recommendations for eliminating shortcomings of existing CRM-systems. Analyses results. The coronavirus pandemic has forced companies to rapidly change business processes and shift to remote work, which in turn has led to widespread using of CRM systems in customer relationship management. The modern market offers different goods and services, but they are mostly similar in many ways. The question is how to keep the customer for a long time? The introduction of CRM systems will help answer this question. The definition of CRM stands for Customer Relationship Management, which refers to all the strategies, methods, tools and technologies that a business uses to develop, retain and attract customers. Customer Relationship Management is a special approach of doing business, where the first priority of the company is to focus on the client. The main purpose of the CRM strategy is to create a single ecosystem, which helps to attract new and develop existing customers. Managing relationships means attracting new customers, turning neutral customers into loyal ones, and forming business partners from regular customers. The concept of CRM means that separate business tools are combined into a well-established system. CRM includes programs for collecting customer’s data, managing transactions, control and monitoring manager’s decisions, analytics and forecasting. The article considers the essence of modern transformation of business processes, their advantages and disadvantages, defines the concepts, types, existing opportunities and trends in CRM-systems. The article analyses the experts’ opinions of the most popular modern CRM-systems and generalizes its shortcomings, measures the main elimination of revealed problems. The article conducted a study based on a survey of experts, the main purpose of which was to identify the share of popular CRM-systems among consumers, as well as to identify the main problems and limitations of these systems. Conclusions and directions for further research. The main goal of the CRM strategy is to create a single ecosystem for attracting new customers and developing existing ones. The main tasks of CRM-systems include: attracting new customers through various channels, communication, choice of interaction strategy, Purchase funnel, document management, closing sales, re-communication and analytics of the company. There are three types of CRM systems: desktop, client-server and cloud systems. The main trends in CRM systems devel","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"196 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128395328","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":"Development of the IoT business models according the BMC template","authors":"L. Hlinenko, Y. Daynovskyy","doi":"10.15276/MDT.5.1.2021.4","DOIUrl":"https://doi.org/10.15276/MDT.5.1.2021.4","url":null,"abstract":"The aim of the article. Internet of Things (IoT) technologies deeply affect business development and, as a consequence, business models (BMs) as a way of doing business by its actors. Conventional firm-centric e-business models are not always good for the IoT due to its ecosystem nature; implementing innovative models faces a number of challenges. It is a BMC (Business Model Canvas) template that is mainly used to create business models at enterprise level. Modified in accordance with the specifics of IoT, BMC templates overcome the limitations of the classical BMC and provide interrelated BMC solutions for the different layers of the IoT architecture. However, all of these templates, when modelling value propositions, focus only on the current state of consumer needs. The models ignore the interdependencies between the allowable attribute values of the certain BMC blocks, in particular between key resources, value proposition and revenue model. The article aims to analyse the IoT business models based on BMC, to identify the effective values of individual components of the BMC and the expediency of combining them within a particular BM and to specify means of taking into account the changing state of consumer needs in the formation of the BMC components. Analyses results. The IoT outlines a paradigm relying on a continuous set of things which interact with forming a worldwide dynamic network. The functionality of the IoT device sets the technological constraints and perspectives for value propositions and revenue generation modesl. The analysis of the proposed variants of IoT BMC and their successful implementation cases provided for clarification and generalisation of effective value propositions consistent with IoT specificity. For each of these value propositions the compatible revenue models and required functions of IoT devices were identified. In accordance with the proposed sophisticated classification of the IoT device functionalities, the valid types of IoT devices as a key resource for the realisation of a particular value proposition were identified. The formation of the BM should start from developing the concept of value offered to the consumer. To be effective the creation of the value proposition should be preceded by the identification of the consumer need and the state of its satisfaction by existing means. This state can be the following one: the need exists, but is not recognized by consumers and is not satisfied by existing means at all; the need exists and is identified by consumers but is not satisfied by existing means at all; the need is clear to consumers but is not fully satisfied by existing means. In the first two cases, the value proposition should ensure meeting the need at a minimum sufficient level. In case the means of satisfying the need exist, it is necessary to assess the current state of satisfying the need and to determine the extent to which the proposed IoT solution would change this state. The lines of de","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133503720","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":"Forecasting the inventory levels of an industrial enterprise in conditions of demand volatility","authors":"D. Yashkin","doi":"10.15276/MDT.4.4.2020.6","DOIUrl":"https://doi.org/10.15276/MDT.4.4.2020.6","url":null,"abstract":"The aim of the article is to provide tools for obtaining reliable forecasts of the level of inventories of the enterprise in conditions of volatility in demand for products. Most types of demand for industrial products are unstable, so it is important to form stocks based on demand forecasts to reduce logistics risks. The results of the analyses. Analytical tools for forecasting maximum level of inventories in conditions of volatility of demand for products of machine-building enterprises have been developed, which provides an opportunity to obtain the most reliable sales forecast and estimate the maximum required stocks for a certain type of demand. The method, which is obtained by analytical tools, is based on a three-stage algorithm: a) identification of trends in a time series of sales; b) obtaining optimal sales forecasting models; c) plotting of interval forecasts of product sales and risk assessment of the formation of its maximum stocks. The developed methodology identifies logistics risks, which depend on sales forecasts, for nine machine-building enterprises of Ukraine. A method for statistical assessment of logistics risks of machine-building enterprises by confidence intervals has been developed, in which maximum stocks are determined by two confidence intervals of sales forecasts, and the risk of error is associated with the appropriate levels of reliability of these intervals. It is proposed to build the upper limits of two confidence intervals, for example, 95% and 99%, according to the forecast inventory level estimates, and to consider them as maximum inventory level estimates with corresponding probabilities. The risk of stock shortages is defined as the probability of going beyond the upper limit of the corresponding interval. It is proved that the dynamics of monthly or quarterly sales of enterprises can be typed by four patterns: the presence of seasonal fluctuations and trends; the presence of purely seasonal fluctuations without a pronounced trend; no seasonal fluctuations, but the presence of a trend; no seasonal fluctuations and trends. Conclusions and perspectives for further research. It is proved that the volatility of monthly or quarterly sales volumes of enterprises can be typed by four patterns: 1) the presence of seasonal fluctuations and trends; 2) the presence of purely seasonal fluctuations without a pronounced trend; 3) no seasonal fluctuations, but the presence of a trend; 4) no seasonal fluctuations and trends. Based on this, the theoretical and methodological principles and analytical tools for forecasting the maximum stocks of an industrial enterprise in conditions of demand volatility were improved. Keywords: seasonality, volatility, inventory level forecasting, maximum stocks, demand forecasting.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"82 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121732246","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":"Modern Marketing Tools and Internet Technologies in Ukrainian Business in the Formation of Marketing Strategies","authors":"L. Alaverdian, Olesia Romanenko","doi":"10.15276/MDT.4.4.2020.7","DOIUrl":"https://doi.org/10.15276/MDT.4.4.2020.7","url":null,"abstract":"Research of modern marketing strategies used by business in the Ukrainian market of goods and services, in the context of the process of digitalization is a topical issue. The article reveals and summarizes the components of successful marketing strategies and tools of modern marketing in Ukraine, which should be used by business in a changing environment and existing risks, taking into account the concept of social responsibility. A high-quality research method was applied on social Internet networks, an in-depth interview was conducted, including a survey of 30 key informants - representatives of small and medium enterprises. Key words: marketing strategy, marketing tools, Internet technologies, business entities, Internet marketing, marketing trends","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127542347","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}