Методичні рекомендації щодо формування організаційно-економічного забезпечення цифрового маркетингу на підприємстві
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Дата
2023
DOI
https://doi.org/10.18524/2413-9998.2023.3(55).300666
Науковий ступінь
Рівень дисертації
Шифр та назва спеціальності
Рада захисту
Установа захисту
Науковий керівник
Члени комітету
Видавець
Одеський національний університет імені І. І. Мечникова
Анотація
У статті надано методичні рекомендації щодо формування організаційно-економічного забезпечення цифрового маркетингу. Акцентовано увагу на визначенні ключових складових, таких як інформаційна, організаційна, ресурсна, маркетингова та економічна; проведено їх аналіз. Визначено наявні проблеми, які можуть виникнути
під час впровадження організаційно-економічного забезпечення та висвітлено необхідність системного та гнучкого підходу для ефективного управління цифровим маркетингом на підприємстві.
In the conditions of constant changes and innovations, the organizational and economic support of digital marketing becomes a strategic necessity to ensure the success of the enterprise. The purpose of the article is to develop methodological recommendations for the formation of organizational and economic support for digital marketing. The interpretation of the term "organizational and economic support" is analyzed. The author's definition of the concept of "organizational and economic support of digital marketing" has been clarified, which means a set of components for achieving the goals of digital marketing management, in particular informational, organizational, economic, resource, and marketing. The peculiarity of this definition is that it takes into account the complex nature of digital marketing management and is designed to ensure optimal interaction of various aspects of this process. The article provides methodological recommendations for the formation of a system of organizational and economic support for digital marketing at the enterprise. It has been proven that the successful implementation of digital marketing requires a comprehensive approach and a deep understanding of its components. The informational component involves systematic analysis and the use of digital tools for the effective study of market trends. The organizational component emphasizes the importance of an optimal management structure that will ensure effective communication and cooperation of various departments of the enterprise. The resource component sets the task of effective use of financial, human and technical resources. The marketing component defines strategies for interacting with the audience and promoting products using digital platforms. The economic component includes an assessment of efficiency, considering the issue of competitiveness and balance of costs. The article highlights the challenges of implementing digital marketing, such as technical and infrastructural challenges, data privacy and security issues, and low audience readiness. The importance of constantly updating the strategic vision in connection with rapid technological development is emphasized.
In the conditions of constant changes and innovations, the organizational and economic support of digital marketing becomes a strategic necessity to ensure the success of the enterprise. The purpose of the article is to develop methodological recommendations for the formation of organizational and economic support for digital marketing. The interpretation of the term "organizational and economic support" is analyzed. The author's definition of the concept of "organizational and economic support of digital marketing" has been clarified, which means a set of components for achieving the goals of digital marketing management, in particular informational, organizational, economic, resource, and marketing. The peculiarity of this definition is that it takes into account the complex nature of digital marketing management and is designed to ensure optimal interaction of various aspects of this process. The article provides methodological recommendations for the formation of a system of organizational and economic support for digital marketing at the enterprise. It has been proven that the successful implementation of digital marketing requires a comprehensive approach and a deep understanding of its components. The informational component involves systematic analysis and the use of digital tools for the effective study of market trends. The organizational component emphasizes the importance of an optimal management structure that will ensure effective communication and cooperation of various departments of the enterprise. The resource component sets the task of effective use of financial, human and technical resources. The marketing component defines strategies for interacting with the audience and promoting products using digital platforms. The economic component includes an assessment of efficiency, considering the issue of competitiveness and balance of costs. The article highlights the challenges of implementing digital marketing, such as technical and infrastructural challenges, data privacy and security issues, and low audience readiness. The importance of constantly updating the strategic vision in connection with rapid technological development is emphasized.
Опис
Ключові слова
організаційно-економічне забезпечення, цифровий маркетинг, управління, системний підхід, organizational-economic support, digital marketing, management, systemic approach
Бібліографічний опис
Татаринцева Ю. Л. Методичні рекомендації щодо формування організаційно-економічного забезпечення цифрового маркетингу на підприємстві / Ю. Л. Татаринцева // Ринкова економіка: сучасна теорія і практика управління : зб. наук. праць. – Одеса : ОНУМ, 2023. – Т. 22. – Вип. 3 (55). – 15 с.