The role of digital marketing in activation of international business activities of enterprises

Abstract

The aim of the article. The purpose of the paper is to identify the possibilities of using digital marketing tools in the analytical research of foreign markets, assessing the marketing attractiveness of new international markets by enterprises of Ukraine by means of digital technologies. The results of the analyses. An important task of marketing research of international markets is to identify the strategic field of activity of the enterprise, the totality of the target market and the company's product intended for it. Identification of the strategic field of activity of an enterprise also involves the search for markets that are suitable for achieving the goals of the enterprise and ensuring the necessary adaptability of its product. The correctness of the choice depends on the effectiveness of all subsequent marketing activities and the enterprise as a whole. Obstacles in the foreign market may arise due to unexpected reasons, often related to the business culture and traditions of the consumption of imported goods in other countries, and may not always be fixed by the marketing information system. However, the majority of problems associated with access and obtaining reliable information on the state and prospects of the development of all world markets are solved by the rapid development of the latest information technologies, which contributed to the beginning of a new stage in the development of the theory of international marketing, namely, the application of digital marketing in international business -activities of domestic enterprises-participants in foreign economic relations. At the moment, a global computer network of planetary scale - the Internet quickly collects, operates and almost simultaneously distributes an extremely large amount of diverse information to virtually uncontrollably large number of users. Information transmitted through the Internet instantaneously goes thousands of kilometers, overcomes state borders and provides widespread use of multimedia capabilities. The main task of digital marketing in the international business of domestic enterprises is the creation of an information and analytical system that will allow to carry out an analytical research quickly and qualitatively, use information technologies in the analysis of business processes of domestic enterprises in international markets, to evaluate their marketing attractiveness in new markets. The article considers the peculiarities of using digital marketing in the international business of domestic enterprises. The article considers the peculiarities of using digital marketing in the international business of domestic enterprises. Given the large number of software products that enable marketers, international marketing and foreign trade professionals to receive information on the volume of primary trade data, providing them with accessible, convenient and interactive web applications, digital technology provides the opportunity to identify alternative markets, competitor performance, and company import / export information through integrated content-online on-demand filter platforms. The information and communication technologies, the use of which in practice will allow to carry out analytical research of foreign markets, evaluate the marketing attractiveness of new international markets by enterprises of Ukraine are determined. The expediency of using digital technologies in international marketing activity is substantiated; characteristics of modern online digital marketing platforms are described. The example demonstrates the features of using digital channels as tools for supporting international business activities. Conclusions and perspectives for further research. The analysis of scientific approaches of representatives of various marketing schools on the use of digital marketing in international business activities of domestic enterprises made it possible to conclude, that the use of digital technologies enables marketing research and the choice of international sales markets, as domestic enterprises were able to assess the economic, political, and cultural business environment in each market, identify potential target markets, systematically investigate the demand for them, study the constraints and obstacles that have to meet while entering international markets, interpret the results and determine the prospects for the development of their international business activities. 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