Bìznes Inform (Aug 2018)
The Features of Development of Territorial Marketing in the Conditions of Digital Economy
Abstract
The article is aimed at studying the features of developing the territorial marketing in the conditions of global digitalization. The transformation of the digital space encompassed almost all aspects of human life, society and the State. The expansion of the information society, the active growth of the electronic economy, and the intensification of the information globalization processes, which are caused by the development of digital space, require completely new approaches to management, including in the sphere of territorial marketing. The considered main tasks of territorial marketing in digital space will facilitate a significant promotion of the territorial brand together with an active formation of the region image. In order to achieve competitive advantages in digital space, it has been suggested to use the basic innovative instruments such as: crowdsourcing, digital advertising, SMM-marketing, digital maps. This will have a positive effect resulting from the reducing of transaction costs. It is indicated that the current period of development of territorial marketing is a time of new opportunities and prospects for development of territories on the basis of active use of information technologies and innovative marketing instruments of online promotion of territorial brands and based on the latest digital marketing technologies.
