DIGITAL TECHNOLOGIES AS A TOOL FOR EXPANDING THE POTENTIAL OF MARKETING POLICY

Abstract

The article reveals certain aspects of the problems of using digital technologies as a tool for expanding the potential of marketing activities. At the present stage of commercial activities, the process of communication interaction with customers is increasingly transferred to the digital environment, which imposes completely different requirements for the use of marketing tools. Most traditional marketing methods and approaches in the era of digital transformations have lost their relevance due to minimal efficiency. In this regard, in order to ensure the sustainability of sales of products and services, management representatives should make the widest possible use of digital technologies that will help reduce costs in the implementation process, achieve full-contour customer service support, speed up settlement operations, reduce logistics costs, and build stable marketing communications. Thus, the use of digital technologies in the marketing activities of an enterprise contributes to increased competitiveness by increasing sales potential and expanding opportunities in the field of commercial communications. Within the framework of the new technological paradigm, digital solutions are the fundamental basis of effective marketing. The implementation of the marketing mix in isolation from digital transformation significantly reduces its effectiveness, which in turn reduces the competitive capabilities of the enterprise. The lack of a stable incoming liquid flow has a negative impact on corporate financial stability and contributes to the loss of competitive positions. In this regard, the management of the enterprise should not only ensure the maximum capacity for the adaptation of digital technologies, but also create conditions for their continuous improvement, equivalent to the development of interactive space. In the article, the authors form a general concept for the use of digital technologies in marketing activities, including a set of goals, methods, criteria for evaluating the effectiveness and basic tools of influence.