Marketing in conditions of economic transition to digital rails

Abstract

Purpose: to consider the problem of marketing development in the
conditions of digitalization of the economy, to form an evolutionary model
of marketing transformation. Discussion: authors carried out an analysis
that showed that digitalization of marketing became possible thanks to the
digital economy. This is a large-scale system program for the development
of the economy of a new technological generation. However, studies
of the level of digitalization of the economy, conducted by the Russian
Association of Electronic Communications, suggest that the contribution
of digitalization to GDP is 2.8%. Since the beginning of the new century,
digital technology has so penetrated the market that at the moment it
is not possible to operate companies without them. Results: the current
state of the digitalization level of the population reflects a turning point
in the penetration of digital technologies. The use of digital marketing
tools significantly increases the efficiency of the company's functioning and
development, reduces costs and enhances recognition. However, the further
development of the era of digital marketing involves the development of
digitalization of the economy as a whole, and then the improvement of
digital-marketing tools.