Information technologies and their impact on electronic marketing

Abstract

The main theoretical hypotheses for studying the characteristics of the influence of information technology on electronic marketing are considered. Using methodological analysis and scientific synthesis, the key components of the strategy and the main trends in the modification of electronic marketing are identified. It is substantiated that the introduction of innovative business management tools in order to optimize business processes and increase profitability leads to a change in the marketing strategy. The influence of information technology on the main trends in changes in electronic marketing has been revealed. The main channels of electronic marketing are argued using information technologies, on the basis of which the main tools of electronic marketing are structured. Methodological approaches to economic and mathematical forecasting of trends in electronic marketing modification under the influence of information technology have been developed, with justification of costs and profitability of implementation. The results obtained and scenarios for forecasting long-term trends in the modification of electronic marketing under the influence of information technology for the next 5 years can be applied in practice when strategically planning a company's marketing.