Репозитарій ОНУ імені І.І.Мечникова

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Glass ceiling of digital marketing: users' reasons of avoidance of promoted incentives
(Одеський національний університет ім. І. І. Мечникова, 2023) Wang Rongjin
The Relevance of the Research Topic. In recent years, consumer behavior has undergone significant transformations in response to digitalization within the marketplace. Consequently, international corporations have been actively devising marketing strategies harnessing digital technologies. The integration of digital technologies into marketing offers numerous advantages. These technologies enable the collection and analysis of extensive datasets pertaining to customers, markets, and competitors, facilitating informed decision-making by companies. Furthermore, digital technologies empower businesses to swiftly respond to market fluctuations and customer demands. Leveraging customer data, companies can create personalized offers and marketing campaigns, thereby enhancing their effectiveness. Additionally, digital technologies enable more precise identification of target audiences and market segments, facilitating a more precise alignment of marketing efforts. Through enhanced marketing and a deeper understanding of customers, digital technologies have the potential to boost sales and optimize supply chain management and logistics processes.