Search academic texts

Information × Registration Number 0224U032891, (0122U201450) , R & D reports Title Strategic approaches to the development of the national marketing management system on the basis of digitization and intellectualization of communication processes popup.stage_title Стратегічні підходи розвитку національної системи маркетингового менеджменту на засадах цифровізації та інтелектуалізації комунікаційних процесів Head Chukurna Olena P., Доктор економічних наук Registration Date 10-12-2024 Organization State University of Intellectual Technologies and Communications popup.description1 Сonsists in the formation of strategic approaches to the development of the national system of marketing management on the basis of digitization and intellectualization of communication processes. popup.description2  Purpose: to formulate and substantiate strategic approaches to the development of the national marketing management system on the the basis of digitalization and intellectualization of communication processes. Results: - a methodology for evaluating the effectiveness of marketing strategy and advertising to promote IT products in the digital economy. It is proposed that a digital marketing strategy be considered in terms of interaction with the audience through digital channels and tools to achieve business goals in the online environment. The stages of marketing strategy are substantiated by IT products, such as EnglishJumper, which was formed using the following performance marketing tools: ASO, SEO, affiliate marketing (affiliate marketing), and media buying. The expediency of using the proposed approach to evaluating the effectiveness of the marketing communications strategy in the digital economy. - a new factor is defined and substantiated - added value, which is the main factor influencing the transformation of e-commerce business models into digital commerce business models, which is taking place under the influence of the digital economy? The novelty of the obtained research results in terms of substantiating added value as a factor of transformation is proved by confirming the hypothesis that the formation of e-commerce business models and their transformation into digital commerce models is influenced by digital sources of value creation. - a methodological approach to assessing the effectiveness of the introduction of artificial intelligence into the Google Ads advertising service and the formation of an alternative methodological approach to assessing the effectiveness of advertising campaigns in digital advertising services (on the example of Google Ads), followed by implementation on the example of one of the advertising campaigns Product Description popup.authors Halan Liudmyla V. Kofman Viktoriia Yu. Pankovets Leonid V. Olena V. Stanislavyk Tardaskina Tetiana М. Kholostenko Yevhen P. Olena P. Chukurna popup.nrat_date 2024-12-10 Close