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Title |
Formation of the Strategy of Digital Marketing of the Enterprise in the Conditions of the Competitiveness Intensification in the International Market |
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Author |
Sergii Solntsev, Serhii Smerichevskyi, Halyna Skyba, Tetiana Zabashtanska, Natalia Bazaliyska, Yuriy Kolbushkin |
| Citation |
Vol. 22 No. 2 pp. 47-56 |
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Abstract |
The article defines the principles of formation of digital marketing strategy of enterprises in the conditions of intensification of competition on the international market. The stages of development of digital marketing strategy of enterprises in the conditions of intensification of competition in the international market are substantiated, which includes: setting goals, which envisages observance of the principles of SMART-scheme; product or service analysis; monitoring of competitors; analytics of definition and segmentation of the target audience of the enterprise; selection of digital marketing tools and channels for promotion on the international market of products or services; formation of a unique, unique trade offer, selection of indicators for evaluating the effectiveness of digital marketing strategy and its tools. It is proved that according to the principle of SMART method of goal setting it is necessary that the goals have: specificity, measurability, achievability, relevance, achievement of the goal should be limited in time, have specific deadlines. To increase the effectiveness of digital marketing strategy, it is necessary to analyze the internal and external environment using the method of SWOT-analysis, the advantage of which is a comprehensive assessment of the company, competitors and the industry as a whole in the face of competition in the international market. The main indicators of evaluation of the effectiveness of digital marketing strategy in the conditions of intensification of competition on the international market are substantiated. |
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Keywords |
digital marketing strategy, intensification of competition, international market. |
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