Features of Marketing in the Digital Services Sector in the Context of the Digital Economy

Abstract

The article is aimed at studying the peculiarities of marketing in the field of digital services in the context of the development of the digital economy. The purpose of the study is to identify the key challenges and opportunities that arise in the context of digital business transformation and active changes in consumer behaviour in the digital economy. The study focuses on and addresses the following issues: adapting marketing strategies to the digital economy, using the latest technologies (artificial intelligence, big data), and addressing data security and consumer confidence in digital services. In the process of solving the tasks, a system of methods was applied, including analysis and synthesis (analysis of scientific sources), comparison (review of existing approaches to marketing digital services) and generalisation (assessment of the impact of digital technologies on marketing processes). The article analyses and summarises the main trends in the use of personalisation, automation and big data analytics to address the issues of improving the efficiency of marketing campaigns. The research results demonstrate that the development of the digital economy requires companies to constantly update their marketing strategies and integrate the latest technologies and organisational solutions to remain competitive. Among the main challenges are rapid changes in consumer habits and changes in consumer behaviour, increased competition and data privacy issues in the context of digital transformation. It is determined that the successful functioning of the digital services marketing system depends on the ability of companies to adapt to the new conditions of the digital economy and accelerated technological changes, use innovative tools and ensure consumer safety and trust. The author outlines the development of new approaches to addressing these challenges and the effective use of digital marketing tools as areas for further research.