DIGITAL MARKETING TRENDS IN CRISIS CONDITIONS

Authors

  • O. V. Martyniuk National University of Water and Environmental Engineering, Rivne

DOI:

https://doi.org/10.31713/ve2202214

Keywords:

digital technologies, digital marketing, internet marketing, artificial intelligence, voice search, conversational marketing, personalization, gamification.

Abstract

The article defines the main trends of digital marketing in crisis conditions. The trends of its further development are revealed, taking into account the features of the modern stage of economic development, an integral part of which is the use of digital technologies. It was found that many tools have lost their relevance, marketers began to use innovative approaches in strategies, to find alternative options for brand and business promotion in limited conditions. The goals of digital marketing have been formed for the purpose of communication and keeping the attention of consumers, attracting new customers, increasing traffic and obtaining stable income. A critical analysis of scientific sources was studied in order to understand the specifics of digital marketing. Based on the analysis of the existing vectors of digital marketing development, we have identified the following trends: artificial intelligence, voice search, increased personalization, gamification, conversational marketing, development of mobile-oriented sites, zero-click searches, multi-channel marketing and user-generated content. It has been proven that the implementation of modern digital marketing trends is a tool capable of strengthening the company's position on the market, increasing the value of the company's offer to consumers, gaining the trust of the  target audience, and increasing the brand's rating in the search network. It is recommended that businesses should learn to adapt to new changes, be flexible and monitor digital marketing trends in order to respond in time to changes in consumer requests. Therefore, it is best to start adapting alternative methods of advertising, experimenting, implementing new technologies and trying new digital methods for an effective marketing strategy. 

Author Biography

O. V. Martyniuk, National University of Water and Environmental Engineering, Rivne

Candidate of Economics (Ph.D.), Associate Professor

References

Agapito D. & Brito Q. P. A dyadic approach to adolescents’ online risky behaviours and parental mediation. Journal of Spatial and Organizational Dynamics. 2020. 8(3), Р. 244–266.

Multimedia summarization using social media content / Amato F., Castiglione A., Moscato V., Picariello A. & Sperlì G. Multimedia Tools and Applications. 2018. 77(14). Р. 17803–17827. doi: 10.1007/s11042-017-5556-2

Cheng M. & Jin X. What do Airbnb users care about? An analysis of online review comments. International Journal of Hospitality Management. 2019. 76. Р. 58–70. doi: 10.1016/j.ijhm.2018.04.004

Reyes-Menendez A., Saura J. R. & Filipe F. The importance of behavioral data to identify online fake reviews for tourism businesses: a systematic review. PeerJ Computer Science. 2019.

Article e219. doi: 10.7717/peerjcs.219. 5. Saura J. R. Using Data Sciences in Digital Marketing: Framework, Methods, and Performance Metrics. Journal of Innovation and Knowledge. 1(2020). doi: 10.1016/j.jik.2020.08.00

Polanco-Diges L. & Debasa F. The use of Digital Marketing Strategies in the Sharing Economy: A literature Review. Journal of Spatial and Organizational Dynamics. 2020. 8(3). Р. 217–229.

Muniesa R. L. & Giménez C. G. The importance of the loyalty of fashion brandsthrough digital marketing. Journal of Spatial and Organizational Dynamics. 2020. 8(3). Р. 230–243.

Kumar T. S. & Sekhar S. C. Impact of Digital Marketing on Consumer Purchase Decision. International Journal of Innovative Technology and Exploring Engineering. 2019. 9(2S2). Р. 453–455. URL: https://doi.org/10.35940/ijitee.b1214.1292s219 (дата звернення: 10.05.2022).

Цифровий ресурс «Statista». URL: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/ (дата звернення: 10.05.2022).

Digital 2022 Global Overview Report (January 2022). URL: https://datareportal.com/reports/digital-2022-global-overviewrepor (дата звернення: 10.05.2022).

Digital-маркетинг у бізнесі. URL: http://kirulanov.com/13-kanalov-prodvijeniya-digital-marketing-vbiznese. (дата звернення: 10.05.2022).

Трушкина Н. В. Трансформация маркетинговой деятельности предприятий в условиях цифровой экономики. Вісник Кам’янецьПодільського національного університету ім. Івана Огієнка. Економічні науки. Вип. 14. 2019. С. 250–259.

Issue

Section

Статьи