The  Use of Digital Marketing Technologies in the Commercial Activity to Increase Enterprises’ Value in the COVID-19 Conditions

Svitlana  Kovalchuk; Olena  Arefieva; Anna  Shevchenko; Oleksandr  Kononov; Mykola  Subachov

doi:10.46925//rdluz.40.28

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

Keywords: Digital marketing, commercial activity, marketing, enterprise value, competitiveness, COVID-19 pandemic, digital technologies

Abstract

Under the current conditions of the COVID-19 pandemic, the practice of providing goods and services, as well as their availability to consumers, remains relevant and requires further scientific research. The purpose of the article is to substantiate the conceptual basis of using digital marketing technologies in the commercial activities of enterprises to increase their value, competitiveness and ensure sustainability of development in the conditions of the COVID-19 pandemic. The methodological basis of the study of the use of digital marketing technologies in the commercial activities of enterprises in the conditions of the COVID-19 pandemic is a systematic approach and principles of digital marketing management, including: goal orientation, efficiency, functionality and complexity. The feasibility of the complex application of digital marketing tools in the commercial activities of the enterprise for the implementation of the marketing strategy in the conditions of the COVID-19 pandemic has been proven, including: contextual advertising, SEO and SEM promotion, banner advertising, advertising windows, television advertising, radio advertising, advertising in gaming, shopping and other applications, native advertising, SMS mailing, QR codes in offline mode, viral advertising, advertising in messengers, teaser advertising, retargeting. The advantages and disadvantages of using digital marketing in the commercial activity of the enterprise in the conditions of the COVID-19 pandemic are highlighted. The need to apply promising innovative implementations in the field of digital marketing has been proven, which should include: the use of online testing; implementation of voice search; use of chat bots; use of video marketing; use of interactive content.

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Author Biographies

Svitlana Kovalchuk, Khmelnytskyi Cooperative Trade and Economic Institute, Ukraine.

Professor, Head of the Department of Marketing and Management, Khmelnytskyi Cooperative Trade and Economic Institute, Ukraine.

Olena Arefieva, National Aviation University, Ukraine.

Professor, Department of Air Transport Economics, National Aviation University, Ukraine.

Anna Shevchenko, National Aviation University, Ukraine.

Associate Professor, Department of Marketing, National Aviation University, Ukraine.

Oleksandr Kononov, Department of Marketing and Trade Entrepreneurship, Ukrainian Engineering and Pedagogical Academy, Ukraine.

Senior Lecturer, Department of Marketing and Trade Entrepreneurship, Ukrainian Engineering and Pedagogical Academy, Ukraine.

Mykola Subachov, Department of Marketing, Khmelnytskyi National University, Ukraine.

PhD Student in Economics, Department of Marketing, Khmelnytskyi National University, Ukraine.

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