Developing and implementing digital marketing strategies of the future: toward improving product quality and competitiveness

Abstract

The development of tools and technologies of the fourth industrial revolution wave has a direct impact on almost the entire multifaceted space of human activity, and the marketing industry is not an exception. The influence of digital tools on the marketing sphere is undeniable and shapes the modern paradigm of digital marketing. The analysis of the current digital technologies and tools state used by marketing organisations in their professional activities, as well as analytical forecasts of the likely development of digital marketing, create a relevant background for determining the development benchmarks of the marketing industry as a whole. In this study 500 specialised publications and scientific papers on digital marketing for the period 2018-2023 were analysed. The chosen papers were cited 20492 times and interpreted into 423 taxonomic units, which were combined into 15 clusters using 6416 connections. In order to correlate the results of the bibliometric analysis, a survey of the management of 50 marketing companies and agencies in Ukraine was additionally conducted with a focus on the impact of the results of specialised scientific works and digital marketing tools on the organisation of their target activities. It was found that the focused scientific research has little impact on the activities of marketing companies. However, companies actively monitor scientometric indicators and make attempts to integrate scientific developments into the future of marketing. It has been found that modern digital marketing tools are focused on the Internet and social media, and future tools are aimed at studying emotional intelligence and consumer behavioural patterns. It is recommended to use a probable comprehensive strategy for the future of digital marketing that combines current and future tools in order to improve the quality and competitiveness of products. Further research in the field of digital marketing could focus on the study of new technologies and their impact on the strategies and practices of marketing organisations. Particular attention should be paid to the development of methods for analysing big data, artificial intelligence, and machine learning to optimise marketing campaigns and identify potential consumers. The scientific novelty of the current work stems from the focus on determining the impact of scientific research on the activities of marketing companies and sets the direction of the future of digital marketing based on the use of the latest technologies and developments. In addition, the study proposes a comprehensive marketing strategy that covers various measures aimed at improving the quality and competitiveness of products, taking into account the technological requirements of the modern world. The practical significance of the study lies in the fact that it can be used by the management of marketing companies to focus on the future development of their activities and formulate a strategy that covers important aspects of digital marketing. The research can also be used in scientific studies that examine the relationship between scientific research and the field of marketing. In addition, the results of the study can serve as a basis for further research on digital marketing and its impact on entrepreneurship.