Researching global digital e-marketing trends

Authors

DOI:

https://doi.org/10.15587/1729-4061.2022.252276

Keywords:

e-marketing, global, digitalization, trends, e-marketing strategy, marketing concept, economic and statistical forecasting

Abstract

The main goal of the study is to identify global digital e-marketing trends in the world. The paper discusses the main aspects of the functioning of companies on the basis of the formation of the classical concept of marketing. The main constituent elements of the classical marketing concept, its advantages and disadvantages are highlighted. Based on the structuring of the main theoretical aspects of marketing development, the evolution of marketing concepts with historical aspects and their characteristics has been formed. The necessity of rethinking the existing business models of companies, which should be based on innovative e-marketing tools, is argued. The main ways and types of transformation of the classical concept of marketing in modern business conditions are highlighted. It has been shown that constant modernization, optimization and improvement of the efficiency of business processes are ensured through the implementation of key elements of e-marketing. Based on a critical analysis and generalization of existing approaches in organizing marketing activities, it is substantiated that ensuring the competitive position of a company on a world level is impossible without the use of e-marketing. The global trends of digitalization of e-marketing in the world were considered and identified. The presented goal is achieved by using the tools of economic and statistical analysis of modern trends in the development of e-marketing and a theoretical and methodological approach to identifying and structuring the main development trends, their directions, and main types. The obtained results of economic and statistical forecasting can be applied in practice in the formation of a company's marketing strategy, taking into account modern trends in the development of innovations.

Author Biography

Hassan Ali Al-Ababneh, Irbid National University

PhD in Economics

Department of E - Marketing and Social Communication

References

  1. Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6 (2), 92–102. doi: https://doi.org/10.1016/j.jik.2020.08.001
  2. Coyne, M. (2020). Three Sticks Wines: Digital Marketing, Branding, and Hospitality During a Crisis. Wine Business Journal, 4 (2). doi: https://doi.org/10.26813/001c.22071
  3. Tikhonov, G. V., Lavrova, L. A., Kolosova, V. V., Zemlyanskaya, N. B., Kazakova, N. V. (2020). Marketing as an Effective Control of Progressive Innovations. TEM Journal, 9 (3), 1094–1099. doi: https://doi.org/10.18421/tem93-34
  4. Sadchenko, O. V. (2020). Basic directions of experience economy marketing development in conditions of sustainable development. Economic Innovations, 22 (2 (75)), 101–111. doi: https://doi.org/10.31520/ei.2020.22.2(75).101-111
  5. Al-Ababneh, H. 2021. Marketing and logistics: features of functioning during the pandemic. Acta logistica, 8(2), 175-187. https://doi.org/10.22306/al.v8i2.221
  6. Rabby, F., Chimhundu, R., Hassan, R. (2021). The elucidation of marketing trends and a post-positivist approach to understand consumer behaviour – a review. Journal of Tianjin University Science and Technology, 54 (8), 13–32. doi: https://doi.org/10.17605/OSF.IO/4C8YH
  7. Herhausen, D., Miočević, D., Morgan, R. E., Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276–290. doi: https://doi.org/10.1016/j.indmarman.2020.07.022
  8. Abdul Lasi, M. bin, Mohamed Salim, S. (2020). The relationship between e- marketing mix strategy and integrated marketing communication: a conceptual framework. International Journal of Engineering Applied Sciences and Technology, 5 (6), 40–48. doi: https://doi.org/10.33564/ijeast.2020.v05i06.007
  9. McDermott, M., Gullekson, N., Kiersch, C., Tempski, D. (2021). Improving mastery of principles of marketing concepts through interdisciplinary learning and integrated business projects. Marketing Education Review, 31 (2), 183–189. doi: https://doi.org/10.1080/10528008.2021.1908834
  10. Reavey, B. (2020). Using scholarship applications to aid knowledge transfer of key marketing concepts. Marketing Education Review, 30 (2), 98–104. doi: https://doi.org/10.1080/10528008.2020.1756340
  11. Al-Ababneh, H. (2019). Concept of Internet Marketing as a Modern Organization Development Paradigm. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 9 (1), 2654–2661. doi: https://doi.org/10.35940/ijitee.l3394.119119
  12. Li, L., Shen, Y. (2021). Research Trend of Green Finance in China Based on Co-word cluster Analysis. The Sixth International Conference on Information Management and Technology. doi: https://doi.org/10.1145/3465631.3465719

Downloads

Published

2022-02-28

How to Cite

Al-Ababneh, H. A. (2022). Researching global digital e-marketing trends. Eastern-European Journal of Enterprise Technologies, 1(13(115), 26–38. https://doi.org/10.15587/1729-4061.2022.252276

Issue

Section

Transfer of technologies: industry, energy, nanotechnology