Abstract:

The relevance of the declared topic of this scientific research lies in the wide spread of digital technologies in many areas of modern social and public life in general, and business. The main purpose of this research is to study the degree of influence of digitalization on modern marketing strategies and business process transformation practices. The basis of the methodological approach in this scientific research is a combination of methods of systematic analysis of the processes of development and implementation of digital technologies in modern marketing strategies with a comprehensive study of key trends in the implementation of artificial intelligence technologies in business practices. During the implementation of this scientific research, results were obtained that indicate the presence of a huge influence that digital technologies have on modern practices of developing marketing and conducting business in various industries, because digitalization has practically supplanted the past technologies of conducting business. The impact of digitalization affects all spheres of modern business, including the production and shipment of finished products, establishing communications with suppliers and partners, as well as creating long-term strategic plans for the development of enterprises. The practical significance of the results of this scientific research lies in the possibility of their implementation in the field of developing marketing strategies for business transformation, in the conditions of the implementation of modern digital technologies and artificial intelligence systems in the management of business processes.

Keywords:

Economy; Business Activities; Artificial Intelligence; Implementation of Digital Technologies; Competitiveness; Digital Experience.

JEL Codes:

M30 M31 M21

How to Cite:

Mariana Malchyk, Olena Popko, Iryna Oplachko, Oksana Martyniuk and Zoia Tolchanova. The Impact of Digitalization on Modern Marketing Strategies and Business Practices (Transformation). [ref]: vol.20.2022. available at: https://refpress.org/ref-vol20-a116/