El uso de tecnologías de marketing digital en la actividad comercial para aumentar el valor de las empresas en condiciones de COVID-19

• Svitlana Kovalchuk Khmelnytskyi Cooperative Trade and Economic Institute, Ukraine. https://orcid.org/0000-0001-9535-8678
• Olena Arefieva National Aviation University, Ukraine. https://orcid.org/0000-0001-5157-9970
• Anna Shevchenko National Aviation University, Ukraine. https://orcid.org/0000-0002-7246-6964
• Oleksandr Kononov Department of Marketing and Trade Entrepreneurship, Ukrainian Engineering and Pedagogical Academy, Ukraine. https://orcid.org/0000-0001-8869-880X
• Mykola Subachov Department of Marketing, Khmelnytskyi National University, Ukraine. https://orcid.org/0000-0002-8360-3725

DOI: https://doi.org/10.46925//rdluz.40.28

Palabras clave: marketing digital, actividad comercial, marketing, valor empresarial, competitividad, pandemia de COVID-19, tecnologías digitales

Resumen

En las condiciones actuales de la pandemia de COVID-19, la práctica de proporcionar bienes y servicios, así como su disponibilidad para los consumidores, sigue siendo relevante y requiere más investigación científica. El propósito del artículo es fundamentar la base conceptual del uso de tecnologías de marketing digital en las actividades comerciales de las empresas para aumentar su valor, competitividad y asegurar la sostenibilidad del desarrollo en las condiciones de la pandemia de COVID-19. La base metodológica del estudio del uso de tecnologías de marketing digital en las actividades comerciales de las empresas en las condiciones de la pandemia de COVID-19 es un enfoque sistemático y principios de gestión de marketing digital, que incluyen: orientación a objetivos, eficiencia, funcionalidad y complejidad. Se ha comprobado la viabilidad de la aplicación compleja de herramientas de marketing digital en las actividades comerciales de la empresa para la implementación de la estrategia de marketing en las condiciones de la pandemia de COVID-19, que incluyen: publicidad contextual, promoción SEO y SEM, publicidad en banner, ventanas publicitarias, publicidad en televisión, publicidad en radio, publicidad en juegos, compras y otras aplicaciones, publicidad nativa, envío de SMS, códigos QR en modo fuera de línea, publicidad viral, publicidad en mensajeros, publicidad teaser, retargeting. Se destacan las ventajas y desventajas de utilizar el marketing digital en la actividad comercial de la empresa en las condiciones de la pandemia del COVID-19. Se ha demostrado la necesidad de aplicar implementaciones innovadoras prometedoras en el campo del marketing digital, que deberían incluir: el uso de pruebas en línea; implementación de búsqueda por voz; uso de bots de chat; uso de video marketing; uso de contenido interactivo.

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