Strategic Transformation of Marketing on Marketplaces

Abstract

The purpose of the article is to develop a comprehensive methodological framework for analyzing the evolution of marketing on marketplaces, identifying key stages of this evolution while considering the interconnection of technological, economic, and sociocultural factors. The research is based on a systematic approach using methods of historical-logical analysis, content analysis of scientific sources, statistical analysis of market data, comparative analysis of business models, cluster analysis of marketing strategies, and expert surveys. The empirical base of the study consists of data from leading marketplaces across different regions of the world for the period 2000-2024. The article examines the specifics of marketplace marketing as an economic phenomenon by analyzing its objectives, tools, and the historical evolution of strategies, with a focus on the impact of digital technologies and changes in consumer behavior. An integrated five-stage model of marketplace marketing evolution is proposed: the formation stage (2000-2010), the analytical stage (2010-2015), the algorithmic stage (2015-2020), the omnichannel stage (2020-2023), and the current stage of hyper-personalization (since 2023). For each stage, characteristic technologies and marketing tools are identified. The study systematizes scientific approaches to the periodization of marketplace marketing evolution, revealing that at each evolutionary stage, dominant marketing paradigms changed under the influence of technological innovations, transformations of business models, and shifts in consumer expectations.