Positive and Ntgative Aspects of Pricing Automation in Digital Marketing

The aim of the article. The relevance of the study is justified by the fact that users of online shopping services are becoming more and more every day and at the same time there is an active spread of online commerce in terms of digital marketing. In the circumstances of the trading company development and the growing number of its outlets, the task of automating pricing, collecting and analyzing information about market prices is becoming increasingly important. Since trade margins vary for different groups of goods, and the final price depends on the input price of the supplier, setting the selling price for the entire range of goods takes a significant amount of time from the management (director or manager) of the company, distracting him from important strategic objectives. Thus, the solution of the problem of pricing automation and definition of its digital aspects will allow to direct valuable time resource on business development, diversification of risks and maintenance of profitability of the enterprise. The purpose of the work is to study the positive and negative aspects of pricing automation in digital marketing. Analyses results. The positive and negative aspects of pricing automation in digital marketing are investigated in the work. The authors disclosed the benefits of implementing a pricing automation system for the management of the enterprise carrying out its business activities in the Internet space: saving time for authorized persons, accelerating the collection, analysis and processing of market prices, setting prices at the enterprise according to established algorithms, minimizing errors during pricing, profit growth, increased motivation. The risks that need to be kept in the mind when implementing any pricing automation systems are highlighted too: the need for refinements in the use of software, the possibility of errors in algorithms, dependence on the software executor, the need to back up data, averaging prices when revaluing goods. There is provided a list and summary of the world's popular software products used to address the research issue: Prisync, Informed, Amazon Repricer from Repricer Express, Skuuudle. The parsing method is considered in detail in the article as one of a popular in the national market. The advantages (automaticity and efficiency, target direction, allocation for processing controversial points of pricing, tracking the dynamics of market prices) and disadvantages (possibility of misreading of algorithms, duration of testing, software cost) of price parsing for Internet retailers are revealed in this work. The novelty of the study lies in the selection of previously unresolved issues of research and application of the process of automation of pricing in the market of IT and Internet retail. Conclusions and directions for further research. Prospects for further exploration should be a more detailed study of pricing automation methods of enterprises operating in the global Internet.

Directions of development of digital marketing systems at the macro level in the conditions of digital transformation of the economy

The aim of the article. The article addresses drivers of digital marketing development as a marketing system at the macro level in the context of digital transformation of the economy. The topic is relatively new and needs attention since most research devoted to digitalization in marketing is usually undertaken on the microlevel. Due to such a bias little is known about ties of digital marketing development with digital transformation on the macrolevel. The article aims at developing of conceptual frameworks of relations thereof. The methodological base of the work is the ternary structure of the digital marketing system. It consists of IT sector, digital marketing and extended digital marketing. IT-sector provides for tools of digital marketing, thus encompassing digital marketing mix. Analyses results. Digital marketing englobes tools and platforms for which digital technology are essential, while extended digital marketing layer embraces the most of marketing activities, which are in the process of digitalisation. The development of digital marketing on the macrolevel is proposed to consider as a process of transformation, like the process of organizational change of Beckhard and Harris. This process is aimed at digital transformation of the entire economy. It applies four major means of digital transformation, namely: digital privatization, digital industrialization, digital investment and reinvestment, and e-governance and paperless. Digital privatization is aimed at ensuring higher efficiency of the economy by correcting existing inefficient models in certain industries by introducing digital platforms and solutions. Digital industrialization is undertaken by the rapid introduction of digital technologies in various sectors of the economy, other than the IT sector, the transition to a new technological mode and thus ensure increased productivity and productivity in the implementation of economic exchanges. The implementation of digital industrialization requires the deployment of digital entrepreneurship, including the renewal of existing and the creation of a new infrastructure of production, management, and support processes. E-governance and paperless can improve the efficiency of management decisions, as they integrate digital data with models that allow simulation and forecasting, eliminate the problem when digital data is not converted into information and does not get into databases needed for management decisions to be made. Digital investment and reinvestment refers to the development of foundations and factors of digital economy development - digital infrastructure, hardware and software, as well as institutional conditions of digitalization, education, training and development of the workforce, creating and maintaining the necessary conditions for its development and reproduction. With the help of digital industrialization, one can expect the development of digital platforms. It should lead to an increase in the number of users and partners - an increase in coverage, both in terms of demand (consumption and penetration rate) and in terms of production and provision of services (number of digital service providers and digital producers). products). The main areas of digital investment and reinvestment are the development of the IT sector and digital platforms, but there are also points of effort at the level of expanded digital marketing - in areas that are being digitized. Efforts should be directed towards the development of digital consumption through the transfer of procurement, including public services to the digital environment. Conclusions and directions for further research. Implementing this strategy requires macroeconomic stability, without which success in long-term macro-level projects seems to be unlikely, especially in projects involving large investments and significant technological transformations. Some directions of further research are defined, such as: driving forces influencing purchasing behaviour on digital platforms, conditions for effective development of digital entrepreneurship, organizational conditions and mechanism of digital industrialization, investment and reinvestment, state economic policy that encourages the development of e-commerce, forms of communication and mechanisms of influence between digital marketing systems at different levels of the economy and the knowledge economy, etc.

E-commerce: global trends, diagnostics, strategic guidelines

The aim of the article. The aim of the article is to study the global trends of e-commerce as a complex form of economic relations and to provide its diagnostics based on key performance indicators, as well as to substantiate the strategic guidelines for e-commerce development in Ukraine and the world. Analyses results. E-commerce has become an integral part of the economy since the birth of the Internet and the active digitalization of modern life and business processes. The COVID-19 pandemic and related quarantine restrictions have led to the active growth of e-commerce in the world, as well as the development of forms and methods of its realization. During 2019-2020, the number of sellers and buyers who enjoy benefits from online transactions has significantly increased. Business processes in e-commerce are characterized by an increased level of innovation, but also increased risk and uncertainty. The Internet access is spreading rapidly around the world, with the number of e-commerce entities increasing. In 2020, more than two billion people bought goods or services online, and global e-retail sales exceeded $ 4.28 trillion. The expected figure for 2021 is $ 4.5 trillion. More than 40% of the world's retail online sales are made through Amazon network, and its subsidiary Amazon Web Service is the world leader in online services. In terms of GMV, Amazon (USA) ranks third after China. Taobao and Tmall platforms, managed by Alibaba Group, are leaders in online commerce in Asia and the world. In addition to the main key performance indicators of digital technologies, such as bounce rate, page time and conversion rate, the following indicators were used for diagnostics: time spent per page; the share of unseen content; site pages scroll rate. Another important trend in e-commerce is the spread of mobile commerce, i.e. the use of mobile devices to search for goods and services and make online transactions. Mobile phones account for the bulk of online traffic in all industries, and in 2020, 64% of Internet traffic came from smart phones. The e-commerce effectiveness indicator is the failure rate – the share of transactions not finalized by making an order and payment, i.e. the percentage of "abandoned baskets". The average industry-wide failure rate has not changed since 2019 and was 47% in 2020. Choosing a reliable platform and e-commerce payment system is an important aspect of doing business online as it reduces bounce rates. The time spent on the page is an indicator of the site visitors' satisfaction with the available content or their interest in the information. On average, a user spends a little less than a minute (54 seconds) on each page during their visit. The “Unseen content share” is the ratio of information that is not viewed to the total amount of information on the site. In 2020, it was discovered that 45% of all content is not seen by visitors in all industries. The page scroll rate in 2020 was 56.8%. Therefore, a large number of page views is not enough, the pages should be optimized so that users do not stop at half the page and do not skip content that can be valuable. The indicator that has the biggest impact on a business final performance is the conversion rate. The average conversion rate is 1.82%. The decline in e-commerce conversions in 2020 as compared to the previous period is due to the effects of the Covid-19 crisis: decreased consumer demand, lower consumer incomes, increased uncertainty. Conclusions and directions for further research. The main trends and problems of e-commerce in the world are identified and strategic guidelines for the future are presented, including: development of mobile commerce; wider use of the Online to Offline business model; development of electronic payment systems; supporting multichannel operations; personalization in digital marketing; increasing brand awareness; providing better quality information for customers; active promotion of innovations in e-commerce. The obtained scientific results can be applied in practice to optimize the work of online stores and to reduce costs by increasing the e-commerce efficiency. Further research in this area will address the rationale for e-commerce marketing strategy.

Reengineering Brand Communication with the Consumer by Integrating Pop Cultural Influencer Marketing Tools Into Traditional Marketing Components

The article is devoted to the processes of marketing communications in the context of informatization and digitalization of society. The problem of oversaturation of information platforms with content is considered. As a solution, it was proposed to use influencer marketing tools with integrated manifestations of the pop culture. The informational prerequisites for the use of this approach are revealed. The transformation of the marketing-mix components is described, as well as examples and cases of using the proposed method for solving the existing problem for each of the components are presented. The principles of integrating pop-cultural influencer marketing tools for each of the marketing mix components are formulated. The relevance of the reengineering of brand communications with the consumer by integrating pop-cultural influencer marketing tools into the components of traditional marketing is determined.

System of Marketing Models of Goods

The aim of the article. The purpose of the study, which is the subject of the article, was the formation of a system of product models, which covered the stage "production - distribution - exchange - consumption", which creates a basis for analysing the competitiveness of goods over time. To achieve this goal, the following tasks were set and solved: a) a comprehensive analysis of existing models in marketing; b) the formation of new models of goods that are not present today in the world scientific literature; c) formation of a system of product models in marketing as a basis for analysis of product competitiveness in the temporal aspect. Analyses results. Traditionally, in the process of analysing the competitiveness of the company in the centre of the analysis is the product as an object of market exchange. The issue of product competitiveness implies the need to determine the key aspects or components that will be subject to comparative analysis, as competitiveness is a relative concept. For a comprehensive analysis of competitiveness it is necessary to take into account the entire cycle of its production and market presence, its life cycle, in particular, within the classical scheme: production - distribution - exchange - consumption. At each of the stages of this scheme, the key are different aspects and characteristics of the product, according to the characteristics of interaction with it, which should be reflected in the marketing models of the product, developed separately for each stage. Within each stage, appropriate models are identified that reflect the specific requirements for the product related to the technical and economic characteristics of the enterprise. The first stage - production - aims to optimize production activities, so the model should reflect the characteristics of the production of goods. In the second stage - distribution - the product must meet the goal of optimizing logistics activities, therefore, the corresponding model reflects the characteristics of the product associated with logistics of sales. The third stage - exchange - is the point of intersection of supply and demand. Within the fourth stage of consumption, the product model should be focused on motivation and consumer behaviour. The presented models are connected into a system that is cross-cutting for the entire life cycle of the product and can serve as a basis for a comprehensive assessment of its competitiveness. Conclusions and directions for further research. The presented product models form an interconnected group, covering the entire economic cycle from the beginning of production to consumption. This approach helps to take into account the nuances of marketing management at each stage and to form a set of marketing measures to strengthen the competitiveness of the enterprise in terms of its product policy. A further area of research may be the development of an algorithm that will form a system of criteria for the competitiveness of goods in accordance with the specific market situation, taking into account the peculiarities of the implementation of stages within a certain market.

Bibliometric Review of Business-processing Digitalization

This study aims to analyze and systematize the scientific background concerning the impact of digitalization on business processes transformation. For achieving this goal, a bibliometric analysis of scientific articles was conducted. The research period is 2000-2020. The initial data for the study were formed based on the analysis of 1290 scientific articles indexed in the scientometric database Scopus. The authors applied the VOSviewer software instruments to analyze the panel data. According to the results of the theoretical study, the most prominent scientists, impactful scientific journals, the contribution of countries, and the role of financial sponsors in the development of the research issue were identified. Based on the obtained results, further research directions in the digitalization of business processes were determined.

Methodological approach to evaluation of efficiency of it outsourcing

The aim of the article. When deciding on outsourcing, it is necessary to analyze the financial and organizational costs, without releasing from the analysis area the risks that arise when organizing the outsourcing of IT services. The lack of a full analysis in making this decision can instead of benefit cause significant losses. The purpose of the article is to develop methodological approaches to assessing the economic feasibility and effectiveness of the use of information technology outsourcing in the practice of domestic industrial enterprises. Analyses results. The article examines the existing scientific and methodological approaches to assessing the effectiveness of the use of information technology outsourcing in the production and commercial activities of industrial enterprises. Methodical recommendations for evaluating the effectiveness and efficiency of the IT outsourcing mechanism are formulated, which allows to determine the result of its implementation and the direction of its further development. Guidelines for deciding on IT outsourcing are proposed, the use of which is part of the decision-making process on the use of outsourcing in the enterprise and involves consistent implementation of measures to identify the business process for outsourcing to improve the quality and efficiency of delegated processes. A graphical comparative method for analyzing the effectiveness of decisions on the use of outsourcing by third-party companies and the practical implementation of the IT function by the company's own forces has been developed. The methodological approach to assessing the effectiveness of outsourcing management information systems in real business enterprises is sufficiently universal, as it takes into account the conceptual principles of outsourcing on the one hand and allows to adapt the structure of efficiency assessment depending on the complexity and cost of technologies used in business. enterprise, goals and scale of outsourcing. Conclusions and directions for further research. The proposed methodological approach allows to assess the economic efficiency of IT outsourcing to a greater extent in terms of economic justification of the management decision to accept services to IT outsourcers or perform them on their own. Graphoanalytical method for evaluating the effectiveness of outsourcing (Fig. 1) does not allow this. Its algorithm uses aggregated economic indicators (total costs, fixed costs, variable costs), the structure of which is not provided in the mechanism of using this method. Based on this, we consider as a direction of further development and research to develop guidelines for detailing these indicators in order to identify their components, to which the outsourcing company needs to pay special attention. Being based on the consideration of outsourcing as a process, the proposed approach has limitations that allow its application to assess the effectiveness of outsourcing only at a time when outsourcing is not yet implemented in practice. Additional research is needed to address this limitation.

Application of marketing methods and tools for the development of domestic tourism in a pandemic COVID-19

The aim of the article is development of an approach to the formation on the basis of marketing of the tourist image and brand of the region for the development of domestic tourism in the period and after the pandemic COVID-19 with the prospect of further entry into the international market of tourist services. Analyses. The global pandemic COVID-19 has negatively affected the entire world economy. The tourism sector has suffered greatly from it. More than a hundred countries have imposed restrictions on entry into their territories, which has reduced their revenues from the tourism industry. This has led to significant losses, as the share of tourism in the economy of foreign countries is about 10% (international average). One of the most effective measures to correct the negative trends in the field of tourism is the development of domestic tourism, which should compensate for the losses caused by reducing the flow of foreign tourists. In countries with developed tourism, their share is up to 90%. Ukraine's tourism industry is less dependent on foreign tourists, accounting for about a third of the total. However, domestic tourism can not only provide rapid results that will offset the current losses, but will also prepare for the development of international tourism after the recession of the COVID-19 pandemic. In view of the above, there is a problem of finding ways to develop domestic tourism in Ukraine with the prospect of strengthening the position of the domestic tourism industry in the international market of tourist services. Based on statistics, it is shown that the development of domestic tourism can not only compensate for the curtailment of revenues from international tourism in the context of the COVID-19 pandemic, but also prepare for the recovery of the international tourism services market after the recession of the COVID-19 pandemic. The main components of the tourist potential of the regions of Ukraine are specified. The approach to assessing the feasibility of developing certain types of domestic tourism in specific regions of the country has been improved, based on their tourism potential, the state of tourism infrastructure, existing market opportunities and threats, taking into account the impact of the COVID-19 pandemic. Its practical approbation is executed. The structure of the tourist image of the region has been clarified. The range of communication tools for the formation of the tourist image and brand of the region is outlined. Conclusions and directions for further research.The obtained results form an approach to the development on the basis of marketing the tourist image and brand of the region for the development of domestic tourism during the pandemic COVID-19, and in the future after the end of quarantine restrictions - to enter the international market of tourist services. Further research should be aimed at developing methodological approaches to management by formalized procedures (taking into account factors of incomplete certainty and risk), formation and promotion of the tourist image and brand of the regions of Ukraine in both domestic and international markets

Methodical recommendations for creating video content in the digital environment on the example of developing a promotional video for universities

The aim of the article.Impression management is especially relevant in digital marketing. This is due to the fact that more and more communication in today's audience takes place in the digital environment in mobile phones and other gadgets. The problem is the lack of systematic information on the practical implementation of the concept of the economy of impressions in the digital environment. The purpose of the article is to form practical recommendations for creating video content in the digital environment on the example of developing a promotional video of the university. Analyses results.The article presents methodological recommendations for the practical application of the concept of the economy of impressions in the digital environment on the example of the development of a promotional video of the university. The significance of impressions in the process of information processing as a factor that holds the user's attention is specified. Successfully designed digital content will enable the user's imagination, transfer him to the situation presented and make it part of the action that takes place. Thanks to the proposed recommendations, the developer will be able to offer content that will be a sensory user experience. Conclusions and directions for further research. The stages of planning and implementation of the show in the digital environment in accordance with the laws of drama are substantiated. The action should take place in the user's imagination, under the influence of emotions that arise under the impressions of what is seen or heard. Summarized elements of storytelling and digital marketing, which are recommended in the development of emotional digital content. The components of the show in digital format are given. Motives for creating stories for a promotional video of a higher education institution are proposed.

Role of AI Technology in Brend Building of Chinese Higher Education Institution – Thought Based on Integrated Marketing Communicanion

As the competitions among higher education institutions (HEIs) intensify, brand building has gradually become an important means for HEIs to build their images and enhance their competitiveness. For HEIs, the significance of integrated marketing communication lies in the integration of brand image communication content, communication channel and communication process. At present, the influence of traditional communication channels declines, the influence of self-established media is limited, and the negative information is not monitored well. Under such circumstances, AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.