FINANCIAL ASPECTS OF DIGITAL MARKETING ECOSYSTEMS FORMATION IN THE SPHERE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

Abstract

The main purpose, presented in this article is to investigate and identify the key financial aspects and problematic issues of digital marketing ecosystems' formation in the sphere of information and communication technologies. Taking into account structural market transformations, it has been defined that the marketing ecosystem is a digital platform where the consumer can purchase goods and financial services from different manufacturers, enhancing the effect of their simultaneous use. It is justified that on the basis of mutually effective functioning, the ecosystem gathers, researches and obtains information, financial services, e-commerce services, public services, and social interaction. In the structure of the ecosystem, it is worth highlighting that financial and socio-economical services are the most important components of the digital ecosystem, as the urgency of their use requires flexibility from the point of view of defining financial services as a crucial indicator in the medium and long run for the full strategic development of ICT enterprises by direct obtaining of financial and other licenses, which exists on the current market environment. It is determined that the main goal of the digital marketing ecosystem formation is to provide financial services to clients in real-time, and also the development of a client-centric approach not only to attract the target audience with various services, but also to attract them to purchase products and receive services within the digital ecosystem and, as a result, to extend the duration of the target audience's stay in the ecosystem due to focusing attention on his needs, increasing his loyalty and providing the potential consumer with favourable conditions for using a complex of digital products and financial services. It was defined that to solve the issue of increasing the profitability level of ICT enterprises should be a comprehensive promotion of the digital marketing ecosystem's development by the participants of the target market.

Keywords

• financial services
• financial marketing
• digital marketing ecosystem
• digital marketing
• target audience
• synergistic effect