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Formation And Improvement Of A Digital Platform For Organizing And Managing A Company’s Marketing Activities Problems and Tasks. The article discusses the trends in the implementation of digital technologies, along with analog technologies in the process of organizing and managing the economy. Attention is drawn to the effectiveness of the formation of hybrid technologies, the structure of a complex of multimedia tools, channels and programs, the principle of which is based on digital technology, is described.
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The problems are identified and the main tasks are formulated to create a digital platform for the transformation of the organization and management of marketing activities of commercial structures. The structure of the probable risks of companies lagging behind in switching their interaction with market entities, and the activities of their main divisions, from analogue to digital technology is revealed.
Introduction
The starting point in the transformation of the organization and management system of production and functional services in the economy was the orientation of most business structures towards the conquest of as many new customers as possible and the short-term maximization of the value of each single transaction.
For a long time, there was a development of marketing activities in the arena of anonymous mass transactions, when the focus was not on buyers, but on their own goods and services. However, the trends in scientific and technological progress and, in particular, the development of information technologies and multimedia sector tools have led to
A major change in the understanding of the process of marketing activity in connection with the formation of a new marketing paradigm: interaction marketing and relationship marketing. Within the framework of this paradigm, many concepts have emerged that focus on the creation and maintenance of long-term business relationships, based on indicators of long-term success, on the value of the customer’s life cycle. At the same time, the emergence of a new technological structure in the economy, supported by the development and implementation of not just information, but digital technologies, helps to increase the efficiency of the economy due to the increased decision-making speed and the quality of business process management.
The time has come for the development of “individually adapted marketing”, which is reinforced by new means and forms of multimedia communications: the Internet, centers, mobile phones, interactive television, etc., which make it possible to establish individual contacts with customers more quickly and at lower cost and carry out long after-sales service. Here we should highlight a number of trends in the development of the market for information (communication) and communication technologies (ICT), and especially Foresight marketing technologies :
- The increasing role and influence of the Internet on economic processes.
- The emphasis of companies on the purchase of ready-made tools and solutions.
- Converged solutions become more popular when the Internet is connected to mobile devices and S-telephony.
- Development and application of cloud technologies.
- Organization by domestic companies of DATA centers.
- The emergence of high-speed communication technologies and Internet access.
- Personalization of customer satisfaction and personalization of customer service.
- The growth of the Internet of things market.
- “Nuclear” growth in the number of social networks, including networks of specialists and professionals.
Thus, the Internet is entrusted with information, communication, communication and commercial functions. What is the essence of the introduction of digital technologies in the economy, its functional structures and systems? Of course, this is a transition to the digitization of all algorithms for the formation of processes and decision making. Does this mean a rejection of analog technologies ? Obviously not. Therefore, a joint life of digital and analog technologies is required, in fact, through the use of hybrid technologies.
Of particular importance in the digital transformation of the economy and technology of marketing activities is the institutional modeling of marketing strategies in the interaction system of network organizations. This is the influence of a specific marketing resource on the resource characteristics of network intercompany interactions . In fact, we are approaching the need to build a “System for Indexing the Network Readiness of Enterprises” according to the level of digital marketing potential.
Moreover, the network should not be considered as a set of interacting individuals, but as a set of positions when the relations between positions are the subject of analysis. And the relationship between the positions characterize the flow of resources. And in this context, we can talk about hybrid marketing strategies and, of course, the marketing economics of hybrid network organizations.
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