RESEARCH AND DEVELOPMENT OF METHODS FOR THE TRANSITION OF TRADITIONAL MARKETING TO DIGITAL FORMAT

Abstract

The article presents the basic concept of the transition to digitalization, which is a new pivotal direction in the modern world, predetermining the competitiveness of states and companies, as well as the quality of citizens’ life. Digital marketing will expand the capabilities of enterprises and the economy, strengthen all its systems and components. All this confirms the need to develop a methodology for the transition to multichannel digital marketing using the wide opportunities provided by the modern infrastructure of the digital space with adapted innovative technologies. Such technologies help promote more effectively a product or service on the market thanks to their clear focus on the target audience, focus group research, and the consumer reaction analysis followed by retargeting based on the developed customer profile. So, this article aims to conduct theoretical research and develop a practical methodology for the transition from standard to digital marketing approaches with the introduction of innovative marketing tools