Article on digital marketing strategy

Conclusion: The development of digital technology contributes to the expansion of the range of information services relative to the basic product offering and contributes to the effectiveness of marketing relationships by reducing the unit cost of attracting and maintaining relationships with potential consumers of the enterprise's products, as well as increasing the efficiency and productivity of research on the sensitivity of demand preferences to the development of basic product offering functions[1, 4].The model of business value assessment taking into account the potential of relationship marketing can be expressed by the following elements:

- The residual value of the current assets of the business;

- The forecasted discounted cash flow (profits from the sales of the basic product offeringto the "real" segment of consumers);

- The potential (coefficient) of profit growth (based on the "relationship leverage" as a result of the development of the basic of the product offer, satisfying the demand of the "potential" segment of consumers). Thus, the profitability of business is caused by the current market potential of the enterprise (the basic product offer to the real segment of consumers) and the potential of development (on the basis of marketing relations as a result of modification of product offer for the "potential" consumer segment). This model does not contradict the existing approaches to the valuation of business based on: costs (asset valuation), the market value of the shares of a public company, potential cash flow. But at the same time it allows to estimate and explain the cost factors of modern companies with a high rate of market capitalization. Taking into account the described value concept, the marketing strategy includes:The product component, reflecting the strengths and weaknesses of the product offering a set of Key Success Factors, reflecting functional attributes (consumer properties) of the objects of the basic product offering;a market component reflecting the opportunities and threats of market relations with the a set of the Key Success Factors, reflecting the impact of the competitive supply of the real and potential consumer segments. The formation of the marketing strategy is based on the business strategy which can be defined in the following coordinates of the information market space "Growth - Development - Concentration" (which corresponds to the coordinates of the product market space "Cost Leadership - Differentiation -Focusing"). The methodology of marketing strategy formation includes the following stages:

1) Formation of a set of CFCs, reflecting the attributive factors (consumer properties) of product offer [1, 2];

2) Research of sensitivity and demand preferences of consumer segments throughinformation service provision (explicitly or implicitly connected with consumer propertiesproperties of the basic product offer)

3) Formation of a set of CFCs, reflecting the strength of market relations with real and potential consumer segments;

4) Projection of KFC set in quadrants of SWOT-analysis (based on expert marks of "Importance" and "Satisfaction of "Satisfaction" by KFC values);

5) Prioritization of "moving" the IFIs from the "Weakness-Threats" quadrant to the "Strength-Opportunity" quadrant (based on the adjustment of their "Importance" and "Satisfaction" relations with due consideration of connections - rank correlation);

6) Selection of a subset (priority) of CFC, determining the strategy of positioning of the enterprise;

7) Taking into account the priority TFC - development of the product offer and market relations with the segments of consumers;

8) Transition to point. 2.Thus, the presented model of marketing strategy formation in the information space is based on CFC of the product component (which reflects strengths and weaknesses of the of enterprise's product offerings) and CFC of market component (reflecting the opportunities and threats of market relations with consumer segment). The principle of optimal choice of strategy on a set ofof alternatives is based on projection of CFC in quadrants of SWOT-analysis and determination of CFC priorities with taking into account expert estimates of "Importance" and "Satisfaction" of their values as well as correlation of ranks OF KFC.

List of references.

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