The digital marketing with the application of cloud technologies

• Published in: SHS Web of Conferences Vol. 65; p. 4019
• Main Author: Ivanov, Mykola
• Format: Journal Article Conference Proceeding
• Language: English
• Published: Les Ulis EDP Sciences 2019
• Subjects: Digital marketing; Marketing
• ISSN: 2261-2424; 2416-5182; 2261-2424
• DOI: 10.1051/shsconf/20196504019

In the article, the author provides an analysis of the state of the digital economy, when the dynamics of processes in the economy are quite high and a quick analysis of multidimensional data is required, where the strategy for the production of goods and market promotion, as well as pricing, depends on consumers. The author determined that the activity of modern trading platforms is aimed at the formation of the product range and its product range with the most advantageous characteristics of the product. These requirements have a direct impact on marketing strategy and pricing at the Internet-market. The author proposed the concept of building a digital marketing system based on the theory and practice of market segmentation, which takes into account many factors: geographical, costs, time, and others. The formation of similarities in consumption and pricing in the Internet market is the unifying factor in marketing research. In this concept, the author applied the method of assessing consumer efficiency, which is based on the use of rating estimates obtained on the basis of the ranking of expert opinion. Thus, the proposed concept and method for assessing consumer demand in the target market is aimed at the perspective management of trading platforms using cloud technologies.