Digital marketing system of a trade enterprise

The article is devoted to the study of the features of the formation of a trade enterprise system in modern conditions. Specific features of digital marketing of a trade enterprise are determined. It is proposed to highlight the following effects of the use of digital marketing in the activities of commercial enterprises: economic effects (reduction in the cost of interaction; reduction in total costs of marketing activities; increase in sales volumes; effects of network interaction (establishment and maintenance of the relationship between the enterprise and counterparties; ensuring personalization of the communication process; ability to reach a larger target audience; expansion of market share; ability to scale the business in the international arena); effects of resource economy (time optimization; increased accuracy of marketing tools, in which the goal is achieved with the involvement of fewer resources); reputational effects (building long-term relationships with customers; increasing loyalty and trust in the enterprise; increasing brand recognition); integration effects (unification of offline and online channels, tools, methods into a single marketing system); operational effects (ability to make quick adjustments to marketing activities; implementation of digital solutions for automation and management of activities; strategic effects (ability to create multi-channel promotion strategies goods). It is proven that, unlike traditional marketing, the use of digital technologies by trading enterprises allows them to accumulate a significant amount of analytical information drawn from the set of available marketing channels, which contribute to the creation of objective portraits of potential and current customers. It is noted that digital marketing acts as a risk management tool in a complex market economy, contributing to the orientation of production to actual consumer demands and needs, supporting the mechanism of promoting goods within the market at the optimal level. A scheme of the digital marketing system of a trading enterprise is proposed, which includes information and analytical, financial, communication, management, commercial, innovative subsystems, as well as subsystems of personnel and logistics support. It is substantiated that the set of outlined subsystems support the integrity and stability of internal operational processes.