INNOVATIVE MARKETING STRATEGY IN E-BUSINESS

Abstract

The research is aimed at identifying the main trends in the development of digital marketing in modern conditions of instability and transformation of the world economy under the influence of global imbalances. Conceptual approaches to the formation of a marketing strategy have been developed, taking into account modern trends in electronic marketing in the world. To determine the key elements of a digital marketing strategy, tools of critical theoretical and methodological analysis were used. Using the tools of statistical and retrospective analysis of modern trends in the development of the global advertising market by its main types, as well as its profitability, it is substantiated that the use of modern tools for promoting goods and services allows to optimize the level of costs, as well as to ensure the growth of strategic financial indicators of organizations. It has been shown that in modern business conditions, the effectiveness of marketing activities is achieved due to the optimal ratio of innovative Internet technologies to the marketing complex of the organization. For the first time, scientific and methodological aspects of the analysis of the peculiarities of the use of Internet technologies in the world are proposed, depending on the sources of Internet resources, the tools used and the types of technical devices that should be taken into account when forming the marketing strategy of the organization in order to ensure the achievement of all strategic goals.