How to Effectively Build Marketing in the Digital Era Economies

¹ Al-Farabi KazNU, pr. al Farabi, 71, 050040 Almaty, Republic of Kazakhstan
² Serikbayev East-Kazakhstan State Technical University, 070004, Ust-Kamenogorsk, Kazakhstan
³ Abai Kazakh National Pedagogical University, 050000, Almaty, Kazakhstan

^* Corresponding author: ertis_economika@mail.ru

Abstract

The article describes the problems and criteria for the development of marketing in the era of the digital economy. In the structure of the digital economy, the process of modifying marketing into smart-marketing (digital-marketing) happens - work that allows the use of digital advanced technologies. Thus, by analyzing “Big Data” and applying other achievements of advanced technology, it is possible to influence the compilation of needs, as well as develop and promote value propositions for consumers on the market. The article uses methods - general scientific method, i.e. analysis of world experience in transition to absolute digital economy, implementation of digitalization in all types of activities; philosophical method - is based on analytical and statistical conclusions about digitalization of economy and its impact on other activities; analogue method - the same forecasts about digitalization of marketing were taken from the theory of digital economy and its direction. As a result, based on the SWOT analysis, leaning on the strengths, weaknesses, threats and opportunities, it is possible to understand that the digital economy undoubtedly affects marketing.