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Systematic Approach to Involving the Tools of Digital Marketing as a Guarantee of the International Business Development


Oksana Chernenko, Svitlana Kovalchuk, Iryna Perevozova, Diana Fayvishenko, Yevgena Zaburmekha


Vol. 22  No. 2  pp. 311-317


The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.


digital marketing, system approach, digital marketing tools, international business.