Digital platforms based marketing innovations: new development trends

Abstract

Marketing innovations in the digital economy are considered as the most important factor for the further digital economy growth. The main trends for development of the information and communication technologies market are studied. The basic types of innovations are analyzed. An algorithm for generation of competitive innovative marketing strategies is proposed. A business strategy that takes into account the digital technologies development is supplemented by a number of innovative components. The main lines for generation of a digital platform for marketing activities transformation with subsequent disclosure of the content of each line are indicated. The digital platform design for the marketing activities transformation is developed. There are three cornerstones of this platform are arrangement of interaction with consumers in the digital environment; improvement of digital methods for processing marketing information; automation of planning and implementation of marketing activities. The marketing complex specifics in the digital economy are specified and supplemented.