Innovative technologies in digital marketing

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INNOVATIVE TECHNOLOGIES IN DIGITAL MARKETING 
1
Yakubov Ulugbek Kasimovich, 
2
Khumora Abduganieva Bakhtiyor kizi, 
3
Ganieva Umida Abdugaffarovna 
1
Docent of Tashkent institute of Finance. 
2
Student of Tashkent institute of Finance. + 998909909530 / [phone],
3
Senior Lecturer of the Department of "Bank Accounting and Auditing" TMI [phone] 
1
[e-mail],
2
[e-mail]
, 
3
[e-mail]
 
Annotations: This article discusses the introduction, use and positive results of innovative technologies in digital 
marketing, which is one of the current topics today. The interrelationships of the modern economy with digital marketing 
are covered in this article. It also discusses in detail the importance and place of innovative technologies in digital 
marketing. 
Keywords: Digital marketing, innovative marketing, digital marketing channels, "Transfer" strategy, "Borrowing" 
strategy, "Reconstruction" strategy, affiliate marketing, advertising (display), E-mail marketing, Search Engine 
Marketing (SEM) ), Social Networks (SMM), Game Advertising, Online Public Relations, Infographics, Market 
Segmentation, Online Behavioral Advertising, OVA, remarketing. 
I.INTRODUCTION. 
The Internet plays an important role in modern society. Because every home and almost every phone has access to the 
Internet around the world, marketing marketing, lateral marketing (a system of views based on associative logic, a system 
of 
views, 
the 
traditional 
methods 
of 
promoting 
business) 
combined) 
is 
very 
important. 
The following types of marketing are common: sensitive marketing, fragrant marketing, mobile marketing, SMS and 
MMS advertising, viral marketing, guerrilla marketing (flash mob), noise marketing, blog marketing. 
Despite the rich variety of innovative marketing, there are real threats to the human personality in the digital space. These 
include: 
1) With the help of the Internet, you can cultivate a very active and unpretentious consumer; 
2) There are discussions on various topics in the network, which can be considered the norm in the future; 
3) Meaningless and aimless travel through the network creates a fragmented consciousness, which leads to the inability 
of 
a 
person 
to 
build 
a 
logical 
chain 
and 
the 
deterioration 
of 
his 
mental 
processes; 
4) 
The 
Internet 
encourages 
and 
shapes 
impulsive 
actions. 
At present, the development of Internet marketing does not stop: the flow of information controls the movement of goods 
and money, forms new quantitative features of the new innovative economy and provides qualitative changes in Internet 
marketing 
associated 
with 
the 
development 
of 
innovation. 
[5] 
New forms of marketing are shaping the development of innovative marketing theory, which is associated with non-
standard approaches to the company's activities in the market, which affect the perception and behavior of consumers. [5] 
Digital marketing is a combination of ways to promote and deliver goods and services using digital channels. 
The main tasks of digital marketing are to mark and replicate events using a variety of techniques. The basic concept of 
digital 
marketing 
is 
a 
customer-oriented 
approach. 
Digital marketing will be multi-channel in its arsenal. The main task is to find reliable channels for the bank and find 
channels that will increase investment opportunities (ROI). Table 1 lists several digital marketing communication 
channels that are often used together. 
Table1 
Digital marketing communication channels [1] 
C
h
a
n
n
e
l
n
a
m
e
C h a n n e l d e f i n i t i o n
A f f i l i a t e M a r k e t i n g -
The way to promote a business in the network by involving partner companies is that the partner (webmaster) receives a reward for each new customer or enters into a contract based on his or her 
efforts.
A d v e r t i s i n g
( d i s p l a y )
-
type of advertising aimed at the visual perception of the audience (posters, leaflets, product models on the 
Internet).

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E
-
m
a
i
l
m
a
r
k
e
t
i
n
g
customer engagement strategy through the use of email 
distribution systems .
S e a r c h E n g i n e M a r k e t i n g ( S E M ) -
actions aimed at increasing website traffic by the target audience using search engines. This includes search engine optimization (SEO) and contextual advertising provided by Yandex.Direct, Google AdWords and others. This means an increase in sales to the bank
’s website and banking products by placing ads next to the search results on the most popular search engines. 
S o c i a l
N e t w o r k i n g
( S M M )
-
attracting social network users to the bank's website; tasks: to create a loyal audience; conducting specific advertising campaigns aimed only at the target audience; traffic to the 
site.
G
a
m
e
a
d
v
e
r
t
i
s
i
n
g
advertising that uses computer and video games as a channel to advertise a product and brand that allows you to receive reports on advertising and promotional 
campaigns.
O n l i n e
p u b l i c
r e l a t i o n s
Distribution of press releases by the media and large companies (these are electronic versions of newspapers and magazines, virtual conferences, interactive catalogs, 
etc.).
I
n
f
o
g
r
a
p
h
i
c
s 
a graphical method of data presentation, the purpose of which is the rapid and accurate presentation of complex data, a form of data design that combines text, numbers, images and geometric shapes; It is designed to be clear and understandable to inform the user about any event.
Experts in the field of digital marketing emphasize that the Performance marketing model is suitable for the banking 
sector. Performance-based marketing is results-oriented marketing. Its distinctive feature is the ability to see a certain 
quantitative indicator at all stages of the work, which reflects the results of each marketing direction, for example, the 
cost of site visits, software, calls, orders and services purchased the final value of customer engagement is calculated for 
each marketing channel and the return on investment in marketing is ROMI (Return Investment Marketing). 
The choice of marketing tool depends on the purpose of the advertising campaign and the experience and expertise of the 
agency and bank that specializes in achieving that goal. For example, the goal is to collect the maximum amount of low-
cost apps from the site to get a consumer loan. The least costly tool is selected for clicks with maximum traffic. As a rule, 
this is a contextual placement on Yandex or Google. With it, you can get the required amount at a low price for one 
application. 
Many banks are focusing on social media marketing (SMM). SMM allows, firstly, to ensure customer loyalty, and 
secondly, due to high competition in the market, banks need to stand out so that the potential customer becomes a regular 
customer. SMM is best for viewers to see this bank 
“with a human face”. Viewers who have been on the social network 
for many days want to receive not only press releases, but also interesting information or interesting information related 
to the main activities of the bank. It is very important that the bank has access to this content, after which users will 
connect with it. Otherwise, SMM will not give the expected result because it is not required by the target audience. 
When using SMM for a bank, it is necessary to clearly distinguish what the task is: performance marketing, in this case 
the KPI is the profile and the client, or the image component, in this case the conversation is with the audience. One of 
the main tasks at SMM is to communicate online with the bank
’s existing customer base and respond quickly to negative 
feedback. You also need to add the product content correctly. Posts describing banking services should not exceed 30% 
of the total. Now many banks are attracting bloggers for advertising. The chosen blogger should fit the image of the bank 
in general, but at the same time keep yourself and don
’t speak on behalf of the bank - only in this way will 
communication 
with 
the 
target 
audience 
be 
effective. 
Digital marketing allows future advertising companies to use any data of customers (rewrite, in addition to the 
impression of advertising to existing customers, etc.), as well as to decide on the effectiveness of each traffic source. The 
problem was solved in the bank's CRM-system (Customer Relationship Management) - a system of working with bank 
customers, aimed at creating a conveyor to attract new customers and maintain contacts with existing ones [2]. Digital 
marketing is based on modern technologies that are constantly growing and changing rapidly, the most important areas of 
their 
application 
are 
listed 
in 
Table 
2. 
To achieve the effectiveness of digital marketing, as a new marketing technology, banks need to be prepared for the risks 
that can cause some shocks. Thus, Tinkoff Bank, known for its unusual advertising, achieved good results. The bank 
declares itself clearly and loudly, and in a short time a well-known and expensive brand has been built. However, SMM 
technologies need to be treated with extreme caution, as a small error can result in significant image loss and loss of a 
significant 
portion 
of 
the 
target 
segment, 
as 
well 
as 
large 
investments 
in 
image 
recovery. 
Table2 
Areas of application of digital marketing technologies in the banking sector [1] 

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G u i d e l i n e s f o r d i g i t a l m a r k e t i n g
R
o
u
t
e
s
t
r
u
c
t
u
r
e 
M a r k e t s e g m e n t a t i o n 
Identify target markets in the B2B segment (sales for business) and in B2C (sales for personal use) . 
I
m
p
a
c
t
m
a
r
k
e
t
i
n
g 
the characteristics of a thought leader, teams or people who are able to influence consumer behavior: authenticity - sincere trust in the advertised brand; activity on social networks, new and interesting user content; good relationships with the audience; professional reputation and leadership skills; a means of listening to the target audience and communicating with the target 
audience through celebrities and celebrities who are respected; digital technologies allow opinion leaders to be influenced by paid advertising through sophisticated social systems; The basic strategy for attracting impact leaders is to make it easier to deliver the advertising content to the consumer who is looking for it, rather than to the content that comes up casually. 
B e h a v i o r a l A d v e r t i s i n g O n l i n e ( O V A ) 
collecting information about users' online activities using a variety of devices; analyzing the sites they visit in order to deliver advertising messages in accordance with the interests, preferences and needs of the recipients.
C
o
o
p
e
r
a
t
i
o
n 
collaboration between banks, insurance companies, maintenance providers, digital agencies to optimize efforts and share resources. 
R
e
m
a
r
k
e
t
i
n
g 
plays a big role in digital marketing; targeting advertisers, i.e., allowing them to display an advertising message to a specific audience who are looking for relevant information in the network, in particular information about banking products and services, or who visit the websites of financial companies.
Rosbank CJSC has published somewhat disturbing videos, the purpose of which is to talk to customers in simple 
language about complex banking products [3]. One of the most convenient banks in terms of product solutions is Alfa-
Bank OJSC, which has an online bank and a personal Alfa-click, which it describes as 
“probably the best Internet bank”. 
The difficult political and economic situation in the modern world encourages Russian organizations to create and 
implement innovations in marketing activities. Among the main directions of innovative development in the world are: 
- creating demand for innovations; 
- solution of investment, organizational, legal, personnel issues; 
- Improving the elements of the marketing mix: product, price, marketing, communication policy. 
Improving these mechanisms is the foundation of innovative marketing. 
Innovative marketing is a marketing concept according to which an organization must constantly improve its products 
and marketing methods. 
Marketing innovation has a number of features: 
1. There is sometimes a more important period of time between the development and application of scientific and 
technical products, the end result of their use may be fully manifested in one or another future period. The 
competitiveness of the future final product depends on the right choice of research direction for its development, 
including in the period of research. 
This means that technological forecasting should play an important role in the innovative marketing system in order to 
identify competitive ITI-directions in the future. 
2. Since the product of scientific and technological activity is the primary link of the finished product, the marketing of 
the first cannot be effective without the study of the second market. In other words, not only the most intellectual, but 
also the final product needs to study the direction of change in demand as carefully as necessary. The marketing of a 
scientific and technical product should involve the collection and analysis of data relevant to the environment in which its 
consumers operate. 
3. The importance of an intellectual product depends on its ability to save living and materialized labor in the field of 
material production. Therefore, marketing efforts should be focused on learning this ability. The price of an intellectual 
product depends on the cost of producing it (among other factors) and the amount of money saved. 
4. An intellectual product is subject to moral aging faster than a material product. If a manufacturer is able to secure 
monopoly rights as a business entity as a product entity, it is of commercial importance. This point highlights the need 
for action to protect and preserve intellectual property rights, as well as to ensure the purity of the patent. These efforts 
are being made in the marketing of science and technology products. 
5. Once created, an intellectual product can be sold to different consumers several times in different markets, depending 
on its nature and direction. The search for ways to reproduce an intellectual product is one of its marketing tasks. 
Innovation marketing involves two main factors to market: technological advancement and understanding the needs of 
end consumers.It is also necessary to take into account the characteristics of the application of individual marketing tools, 
depending on the type of innovative product: industrial products, consumer goods and services. We are talking about 

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innovative products because the marketing features for different categories of custom products are well covered in 
relevant publications.Innovative marketing is a type of organizational, production, economic and financial activity of an 
organization aimed at optimizing the innovative activity of the organization, increasing its competitiveness and auditing, 
using in-depth market research and the active influence of the organization's activities on market conditions (Figure 
1).Objects of innovative marketing are intellectual property, innovative raw materials and supplies, innovative goods and 
services, innovative technologies, innovative ways of promoting goods and services, new organizational forms of 
management. 
The key to innovative marketing is to study and forecast the demand for a new product or service based on a 
comprehensive understanding of the consumer
’s perception of innovation and the important features and characteristics 
of the product or service for the consumer. 
In addition, an organization
’s innovation policy aims to create innovative products or services and increase the 
competitiveness of products or services. 
Innovations in multi-channel trading technology are its types - off-channel and sewer trade. They are distinguished by the 
automation of an information technology-based system consisting of several sales channels. The use of these multi-
channel types requires the reorganization of the IT infrastructure of a trading company that implements different 
distribution channel processes in a single IT environment. The main innovation in marketing when using a multi-channel 
application is the unique identification of the buyer through the various sales channels provided to the seller. 
Implementing a multi-channel program requires an individual approach to each client. This is an important marketing 
element in sales development in general. This requires the introduction of new customer-oriented sales concepts aimed at 
maintaining and increasing loyalty. Such concepts include: the use of personalized promotions, customer-centric offers, 
loyalty programs, the use of IT systems that automate sales channels at the customer
’s personal expense, the use of 
marketing initiatives based on analytical systems. [8] 
A multi-channel commercial channel (cross-channel) involves the multi-channel integration of channels, the management 
of their interactions and interactions. Not only multiple sales channels but also the ability to manage these channels is 
important for a trading company. This allows the sales company to influence the target groups of customers in different 
situations depending on the sales channel. It is also important to manage the channel depending on which channel the 
customer prefers to increase customer service efficiency. He can choose the Internet to buy a mobile channel at a low 
price, in a traditional store, when he prefers to try or feel the goods, or using a tablet or smartphone. Multi-channel leads 
to a decrease in the price of goods because the price of goods in different distribution channels must be the same.It 
combines inter-channel retail and marketing channels to offer customers the process of continuously purchasing all 
channels.Using this technology, the customer can perform different stages of the purchasing process on different 
channels, for example: search for information on the Internet using a desktop computer or mobile device, but in-store 
shopping 
(in-store 
shopping) 
or 
in-store 
goods 
.look 
online 
and 
buy 
(online 
store). 
This allows owners of multi-channel stationary and online stores to increase sales efficiency. Applications with smart 
features are used to implement multi-channel applications. Merchants who use cross-platform solutions are among the 
top ten online stores. These include Argos, Tesco, M&S, Conrad in the UK, Bonprix, Weltbuild, Germany; Walmart, 
Best Buy, Target, Macys in the USA. 
Implementing a multi-channel concept requires appropriate technical support. It is not enough to use a directory 
installed in the enterprise management system or ERP system to manage the flows in the list. Requires the use of a single 
complete catalog of goods, which must be supplemented with synchronization and data quality assurance. For these 
purposes, large commercial enterprises can use the RS-system product catalog management system. 
PIM systems (product management) are used to manage centralized data on the promotion and sale of goods. Information 
can be obtained from a variety of channels, including geographically or geographically distributed locations.Use of 
single-focus technologies. The word omni means completeness, versatility in complex words. This technology is the 
development of multi-channel technology, but its application emphasizes a hassle-free approach when using different 
channels. In addition, all channels work with a single database of goods, prices, stocks, and access to them is provided by 
mobile devices connected to the Internet, desktop computers, B2C and B2B information systems, televisions and 
catalogs.An important factor in using this technology is the personalization of the service. The technology allows 
efficient use of data obtained for specific customer inquiries when accessing social networks, Internet sites, loyalty 
programs, data collection methods. Data from different channels comes in real time, which allows you to use them when 
making a purchase, taking into account the specific requirements of the buyer. This approach significantly improves sales 

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performance. 
In marketing, it is possible to combine mobile payments into a single system through multi-channel loyalty programs, 
digital checks, mobile coupons, various channels. Thus, the German company ETHALON GmbH uses multi-channel 
marketing, for which NuBON uses a multi-channel solution. The solution combines channels such as stationary and 
online stores and mobility. The system provides interaction of digital checks, mobile coupons, mobile payments and 
loyalty programs. 
Client identification is done through various channels. The buyer must register on the NuBON portal and receive a 
personal QR code (or barcode). This code can be read by the customer at any time when making a payment from a 
smartphone (or can be entered by the cashier) Get a discount or pay with a coupon. You can upload scanned old checks 
to N11 VOK, where you can store online store checks and loyalty cards. KiVOK integrates sales data with checks, online 
and offline stores, shopping malls, warehouse balances and user profiles in EIR systems. This allows analysts to analyze 
different sections of consumer habits, stores, malls, regions, product groups. Using this solution, sellers can place 
targeted advertisements and bonuses on the Internet or send mobile phones and emails to customers. 
As the Russian market is very young and geographically developed mainly in large enterprises, sellers are seriously 
thinking about how to effectively attract Russian consumers. Today, one false firm is no longer enough: people don
’t 
stand for hours when they barely hear the name Pepsi-Cola. New queries - new opportunities - new marketing methods. 
Today, marketing is creativity [4]. 
It is very difficult to find an innovative idea because it has to be all skillfully simple. "If a company works with the same 
consumers, products and markets, it can collapse," said Philip Kotler. [7] In Russia, for example, innovation marketing 
faces a number of challenges: a lack of real government support for innovative enterprises; small companies are not 
inclined to innovative ideas; there is no competition in the technological environment, which leads to a lack of demand 
for the sale of innovative products; lack of specialists focused on innovative ideas; lack of specialists capable of 
promoting innovative products; low quality of innovative projects; additional costs for the purchase of new equipment for 
the production of innovative products; lack of a favorable environment for the development and implementation of 
innovative projects.For example, there are several examples of successful application of innovative marketing in the 
Russian economy: 
-milk-juice mixture (Wimm-Bill-Dann) - the company began production of new -milk products under the brand Neo, 
primarily Majitel milk juice, and now the family of fruit juices with yogurt (place-fit) is actively developing. 
-medicine marker ("Lekker") - a bright green and iodine alternative in a glass container, you can use it anywhere without 
fear of contaminating your hands and clothes;Effective advertising of consumer goods in the market ("Russian product") 
- instead of winning prizes among buyers, he immediately turned his products into a quick lottery: 10 to 1000 rubles 
banknotes were invested in instant coffee cans , resulting in a 20% increase in sales. 
In modern society, information and technology updates are very fast. Many people, such as the elderly, do not have 
computers and the Internet. In such a situation, integrated marketing companies that incorporate the advantages of digital 
and traditional technologies would be an effective solution.In Russia, the period of adaptation of the research and 
production complex to the conditions of a market economy has begun, a national innovation system is being formed. 
The experience of highly developed countries, which have achieved success in implementing innovations, 
production and export of high-tech products, allows us to highlight some types of innovative strategies. 
1) The strategy of "transfer" is to use the existing foreign scientific and technological potential in our economy [6]. 
2) 2) The strategy of "borrowing" is, first, to master a manufacturing enterprise, a manufacturing enterprise, a 
manufacturing enterprise, relying on cheap labor and using part of our scientific and technical potential. Further increase 
the engineering and technical support of production, the restoration of its scientific and technical potential, the 
development 
of 
the 
scientific 
leader 
of 
the 
scientific 
community 
and 
the 
study 
of 
society; 
3) 
“Reconstruction” strategies are supported by highly developed countries, including the United States, the United 
Kingdom, Germany, and France. It involves the use of their scientific and technical potential, the involvement of foreign 
scientists and designers who combine the fundamental sciences of universities and applied technological sciences. Thus, 
innovations are constantly accumulated [6]. 

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JOURNAL 
OF
CRITICAL REVIEWS 
ISSN- 2394-5125
VOL 7, ISSUE 16, 2020
2934 
4) No country, especially Russia, needs to develop its own innovative strategy, which is necessary due to intellectual 
abilities, scientific personnel, scientific and technical and raw material resources. Highly qualified personnel 
predetermines the superiority and competitiveness of practical innovative activities.