Innovative technologies in digital marketing and analytics to enhance enterprise competitiveness

Authors

  • Denis Danchishin Sberbank
  • Sergey Losev NRU MEI
  • Andrey Samobalov NRU "MEI"
  • Daria Gotovtseva NRU "MEI"

Keywords:

Digital marketing, consumers, digital channels, targeting, data collection, personalization, marketing analytics, big data, mobile devices, innovative technologies, artificial intelligence

Abstract

The article presents an analysis of modern trends and innovative approaches in the field of digital marketing, which is becoming increasingly important for businesses. It discusses key factors that attract the attention of companies of all sizes and industries to electronic marketing.

The analysis examines three main reasons why digital marketing is becoming the preferred choice for companies: the shift of consumers to digital channels, the possibility of targeting and collecting customer data, as well as personalized offerings based on "big data" analysis.

Furthermore, innovative technologies actively used in digital marketing are discussed. Specifically, the application of artificial intelligence, improving user experience, using short educational videos and metaverses, as well as the evolution of influencer marketing and other aspects are explored.

Special attention is also paid to the application of innovations to enhance the competitiveness of enterprises, with an example of successful implementation in the beer market.

In conclusion, the prospects for the development of digital marketing are discussed, including simplifying the processes of collecting and exchanging information about sales and customers, improving the quality of after-sales service, and new opportunities for marketing in social networks based on the Internet of Things concept.

Author Biographies

  • Denis Danchishin, Sberbank

    Lead Maintenance Engineer

    Escort group

    IT Department "Social and Salary Solutions"

    IT Department of the B2C Transactional Banking unit

    The Technologies Block of Sberbank PJSC

    Student, 4th year

    Faculty of "Electric Power Engineering and Electrical Engineering" of NRU "MEI"

    Russia, Moscow.

  • Sergey Losev , NRU MEI

    Student, 4th year

    Faculty of Applied Informatics in Economics, NRU MEI,

    Russia, Moscow

  • Andrey Samobalov, NRU "MEI"

    Trainee specialist of the 1st category

    Operational dispatch service, JSC "SO UES"

    Student, 4th year

    Faculty of "Electric Power Engineering and Electrical Engineering" of NRU "MEI"

    Russia, Moscow

  • Daria Gotovtseva , NRU "MEI"

    design engineer

    design organization "LLC ELITE"

    Student, 4th year

    Faculty of "Electric Power Engineering and Electrical Engineering" of NRU "MEI"

    Russia, Moscow

Downloads

Published

2024-03-31

Issue

Section

Practice-Oriented Papers in Economics and Management

How to Cite

Innovative technologies in digital marketing and analytics to enhance enterprise competitiveness. (2024). "Journal "U". Economy. Management. Finance.", 1, 52-67. https://portal-u.ru/index.php/journal/article/view/927