Transformation of marketing communication tools in the digital economy
Abstract
The development of the digital economy in Russia and the world is characterized by high rates. It can already be said that digitalization is an inevitable process that has become commonplace, and significantly affects all spheres of public activity, including marketing, which today is subject to significant changes. The volume of online trade in Russia and the world is characterized by annual growth, especially noticeable in recent years under the influence of the COVID-19 pandemic, during which the Russian consumer switched from going to an offline store to shopping from his smartphone, laptop, tablet, etc. As a result of the study, it was found that the shift in the plane of marketing activities to the digital environment is due to a change in consumer behavior and the active development of digital tools, primarily in the field of communication with consumers. The article analyzes the definitions of the concept of “digital marketing” in domestic and foreign literature, and also examines the main digital marketing tools, such as content marketing, email marketing, SMM, contextual advertising, SEO and the company’s website, highlighting the advantages, disadvantages and features of application in marketing activities, including depending on the tasks of communication with consumers.
About the Authors
O. V. Martynova
Kazan (Volga region) Federal University
Russian Federation
Russian Federation
PhD in Economics, Associate Professor
E. A. Revenko
Kazan (Volga region) Federal University
Russian Federation
Russian Federation
Master Student
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Review
For citations:
Martynova O.V., Revenko E.A. Transformation of marketing communication tools in the digital economy. Kazan economic vestnik. 2021;(6):39-45. (In Russ.)
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