Analysis of technological innovations in digital marketing

Authors

DOI:

https://doi.org/10.15587/1729-4061.2018.143956

Keywords:

native content, artificial intelligence, mobile marketing, Internet of Things, affiliate marketing

Abstract

The main technological innovations in digital marketing as a specific form of marketing under conditions of the informatization of society have been examined. It has been substantiated that the principal direction of digital marketing is the personalized attitude to users. It has been proven that the personalized relationship with a potential customer becomes the essence of marketing, the core of its effectiveness. It is shown that digital methods for processing and using information becoming the main source for improving marketing efficiency.

The need for a comparative analysis of the technological innovations of digital marketing is predetermined by the fact that the scientific and technical development stimulates the emergence of a significant number of methods that have an influence on the consumer. Studying these methods makes it possible to identify their strengths when devising the marketing strategy and tactics of enterprises.

The study highlighted a system of classical tools of digital marketing ‒ search engine optimization, contextual advertising, social media marketing, technology of Big Data, retargeting, emailing. The essence, content, purpose, and scope of application of digital marketing tools were defined, which have emerged as a result of the latest technological innovations ‒ native content, artificial intelligence, integration of marketing technologies, virtual and augmented reality, the Internet of Things, voice bots, voice, video and mobile marketing, affiliate marketing. Five strategies for the monetization of applications in mobile marketing have been identified. We have performed analysis of CPI-networks with a focus on mobile and non­motivated user traffic. We constructed a model of interaction between counterparties and the principles of an integrated approach to affiliate marketing projects, in particular, the need to find a reasonable, substantiated compromise plan has been shown. In this case, the task on choosing the optimal variant of a project is stated as a multicriteria optimization problem. We have analyzed methods for solving this problem and provide appropriate recommendations related to the choice of the most efficient method.

The significance of the results obtained is predetermined by the fact that they could form a theoretical base for improving the effectiveness of marketing activity under conditions of the informatization of society through the use of appropriate strategies for monetization, better interaction between counterparties in affiliate marketing, identification of conditions for using the advantages and disadvantages of technological innovations of digital marketing. In contract to known methods for improving the effectiveness of marketing activity, the proposed approaches provide a basis for profitable work under conditions of digital economy.

Author Biographies

Mykhailo Oklander, Odessa National Polytechnic University Shevchenka blvd., 1, Odessa, Ukraine, 65044

Doctor of Economic Sciences, Professor, Head of Department

Department of Marketing

Tatyana Oklander, Odessa State Academy of Civil Engineering and Architecture Didrihsona str., 4, Odessa, Ukraine, 65029

Doctor of Economic Sciences, Professor, Head of Department

Department of Economics and Entrepreneurship

Oksana Yashkina, Odessa National Polytechnic University Shevchenka blvd., 1, Odessa, Ukraine, 65044

Doctor of Economic Sciences, Professor

Department of Marketing

Irina Pedko, Odessa State Academy of Civil Engineering and Architecture Didrihsona str., 4, Odessa, Ukraine, 65029

Doctor of Economic Sciences, Professor, Director of the Institute

Department of Economics and Entrepreneurship

Maryna Chaikovska, Odessa I. I. Mechnikov National University Dvoryanska str., 2, Odessa, Ukraine, 65082

PhD, Associate Professor

Department of Marketing and Business Administration

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Published

2018-10-09

How to Cite

Oklander, M., Oklander, T., Yashkina, O., Pedko, I., & Chaikovska, M. (2018). Analysis of technological innovations in digital marketing. Eastern-European Journal of Enterprise Technologies, 5(3 (95), 80–91. https://doi.org/10.15587/1729-4061.2018.143956

Issue

Vol. 5 No. 3 (95) (2018): Control processes

Section

Control processes

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Copyright (c) 2018 Mykhailo Oklander, Tatyana Oklander, Oksana Yashkina, Irina Pedko, Maryna Chaikovska

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