Transformation of financial marketing in the digital economy of Russia

Abstract

The development of the digital economy and the use of new information technologies, the need to collect, process, store and exchange Big Data, led to the transformation of the company’s marketing in the changed conditions of the external and internal environment. The main trends in the development of Marketing 3.0 in accordance with technological paradigms are shown, and the marketing of the fifth way is disclosed in detail, and the need for the development and implementation of digital marketing is justified, its advantages relative to traditional marketing are disclosed. The transformation of marketing in the digital economy does not affect the scientific and practical foundations of marketing. The directions (tasks) of marketing activity remain unchanged, which cover almost the entire cycle of product movement from the beginning of its development to the moment of consumption. Digital marketing uses the terminology, methodology, concepts, and management principles of traditional marketing. At the same time, there is a transformation into traditional marketing of new types of activity: e-Commerce, online advertising, etc., conditions are created for simultaneous use of information resources of the digital economy and objects of marketing activities with the possibility of their modernization in the process of use and exchange. The use of digital information technologies in marketing allows improving the assortment policy and increasing the sales volumes. The main directions of digital marketing development in Russia are formulated: increasing the number and improving the quality of training specialists in the field of marketing activities, developing strategies for diversification such as mastering the production of new products, services and markets; developing and improving marketing technologies; improving the technical equipment of marketing services; improving advertising activities.