INTEGRATION OF DIGITAL TECHNOLOGIES INTO THE DEVELOPMENT OF THE MARKETING COMPLEX: FEATURES OF IMPACT ON MANUFACTURING AND SERVICE ENTERPRISES

Abstract

The article is devoted to the study of the features of the integration of digital technologies into the development of the marketing complex of enterprises in the production and service sectors. The specifics of the implementation of digital solutions in various sectors are considered, where production enterprises are focused on optimizing operations and logistics, and service enterprises on improving the quality of customer experience and personalizing services. The modern marketing complex (marketing mix) is presented as a systematically organized set of tools and actions with the help of which the enterprise forms, promotes and delivers its value proposition (goods or services) to consumers. It is established that digital technologies not only change the format of implementation of each of the elements, but also transform marketing activities into a dynamic feedback system in which the client becomes an active participant in the process of value creation. The need to adapt marketing strategies in accordance with industry characteristics and modern challenges of the digital economy is substantiated. The directions of integration of digital technologies into the development of the enterprise's marketing complex are presented. It is proven that the implementation of innovative solutions, such as artificial intelligence, big data analytics, CRM systems, chatbots, IoT and digital visualization, allows not only to increase the effectiveness of marketing activities, but also to provide a personalized approach to the client, reduce costs and accelerate business processes. The areas of influence of digital tools on the formation of marketing mix elements, as well as the specifics of their use in manufacturing and service enterprises, are separately highlighted. The key advantages of digital transformation by increasing the flexibility, efficiency and competitiveness of business are identified. The article emphasizes the importance of an integrated approach and constant monitoring for the successful implementation of digital technologies in the development of the marketing complex. Prospects for further research are outlined, in particular, regarding the impact of digitalization on consumer behavior and the integration of new technologies with traditional marketing practices.