Title: Formation and development of digital marketing in a business environment

Authors: Galina A. Morozova; Igor E. Mizikovsky; Elena V. Kornilova; Elena Y. Trifonova; Svetlana N. Kuznetsova

Addresses: Nizhny Novgorod State Technical University, n.a. R.E. Alekseev, Nizhny Novgorod, Russia ' Lobachevsky State University of Nizhni Novgorod, Nizhny Novgorod, Russia ' Lobachevsky State University of Nizhni Novgorod, Nizhny Novgorod, Russia ' Lobachevsky State University of Nizhni Novgorod, Nizhny Novgorod, Russia ' Minin Nizhny Novgorod State Pedagogical University, Nizhny Novgorod, Russia

Abstract: The purpose of the article is to identify trends in the development of digital marketing and assess the readiness of various fields to its use, as well as to explore the availability of the necessary knowledge and skills of managers responsible for digitisation technologies and intellectual machines. The results show the classification of organisations: open type organisations (platform type, including experience, service, sound-box, which enable the consumer himself to become the creator of a new product); data-centric organisations, the focus is on the design of consumer products and services. A new paradigm of working with analytics of platform-based business models is proposed. To do this, it is necessary to quickly digitalise enterprises and organisations whose products and services are in demand and will be in demand, which allows the comprehensive use of data transmitted by devices from the internet of things, digital platforms (DMP, DSP, SSP, ad exchange), and intelligent systems.

Keywords: intellectual machines; intellectual system; digital marketing; data management platform; demand side platform; supply side platform; ad exchange; hub; customer data platform.

DOI: 10.1504/IJEPEE.2024.139086

International Journal of Economic Policy in Emerging Economies, 2024 Vol.19 No.3/4, pp.248 - 258

Received: 05 Nov 2020
Accepted: 04 Mar 2021
Published online: 12 Jun 2024 *

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