DEDICATING PROJECT MANAGEMENT TOOLS TO DIGITAL MARKETING EFFECTIVENESS

• Published in: Соціальна економіка no. 68; pp. 126 - 133
• Main Authors: Mshvidobadze, Tinatin, Sosanidze, Maka
• Format: Journal Article
• Language: English; Ukrainian
• Published: V. N. Karazin Kharkiv National University 31.12.2024
• Subjects: management; marketing campaign; online interaction; process; project implementation; xpdl
• ISSN: 2524-2547
• DOI: 10.26565/2524-2547-2024-68-11

Marketing campaigns are an important marketing process that supports the communication of brands and products to the general public. Because of the proliferation of products and brands, even larger number of market segments, fierceness of competition, and overall acceleration of change, marketing campaigns have become complex and their planning and administrative decisions must be made under increasing time pressure. Indeed, timing and sequencing activities within a campaign is one of the critical decision variables. In this paper, we argue that by using a process definition language to describe marketing campaigns, we can facilitate the management of many competing campaigns through automation. The article the essence and structure of marketing management of the enterprise is highlighted. The role of marketing is formulated for company management and its impact on the effective functioning of the enterprise. The article discusses various studies considering digital tools for the project supplier marketing process. Based on the results of this research, we present a list of some digital tools that can be used in project marketing. This research contributes to new knowledge about digital project marketing about digital tools and their use in the project marketing process. The paper aims to present an open source web-based application tool to support business users in modeling business processes using Business Process Modeling Notation (BPMN), an OMG standard for process modeling. Moreover, the tool allows you to execute a business process diagram in a Business Process Execution Language (XML Process Description Language) that can be understood by a workflow engine. In this paper, we describe its architecture, functionality, and capabilities. The typical multi-agent system used for campaign management can be easily extended to manage workflows of other concurrent processes. Another future direction in this regard is the development of an integrated scheduling algorithm that can create a robust process model. We can limit the input requirements to just a list of activities and their priority requirements, eliminating the need for a formal representation of the processes.