Digital transformation of marketing: problems and prospects in the Republic of Kazakhstan

The impact of digital technologies on the marketing activities of companies is of great importance and considers such tools as social networks, big data and automation. Digitalization is changing approaches to customer interaction, personalization of offers and management of advertising campaigns. Digital transformation of marketing in Kazakhstan is one of the most important processes affecting the development of business and the economy as a whole. In recent years, global digitalization has changed approaches to doing business, and marketing has become an integral part of this transformation. In Kazakhstan, as in other countries, digital technologies are increasingly being introduced into companies’ marketing strategies. However, there are both challenges and prospects on the way to full digitalization. Digital marketing in the Republic of Kazakhstan has been actively developing in recent years, thanks to the growth of Internet penetration and the use of digital technologies in business. The main directions and ideas of scientific research are to study the global and Kazakhstani experience of marketing digitalization and its transformation in marketing theory and practice. The scientific significance of the work lies in identifying the main trends in the development of digitalization and diversification of marketing tools used in the educational process. The practical significance of the work lies in the possibility of using the results of the conducted research in the process of organizing marketing activities of enterprises of various types and forms of ownership. As part of the implementation of the research results, marketing theory and practice will receive modern tools and methods for more effective economic development using digital technologies. The results of the work can be used in the development and implementation of programs in the field of stimulating the development of digitalization in marketing