ЦИФРОВЕ ЛІДЕРСТВО ЯК ІНСТРУМЕНТ ПОСИЛЕННЯ РИНКОВИХ ПОЗИЦІЙ ПІДПРИЄМСТВА: КОРПОРАТИВНИЙ ТА ОСОБИСТІСНИЙ КОНТЕКСТ
DOI:
https://doi.org/10.33111/sedu.2022.51.120.138Ключові слова:
цифрове лідерство, цифрові компетентності, цифровий маркетинг, інструменти цифрового маркетингу, метрики цифрового маркетингу, В2САнотація
У статті розглянуто інструменти цифрового лідерства для побудови взаємодії компанії з цільовою аудиторією і для випередження конкурентів. Проаналізовано сутність цифрового маркетингу, визначено його основні характеристики, переваги та недоліки. Обґрунтовано основні інструменти цифрового маркетингу та особливості їх застосування, їх сильні сторони та виклики для компаній. Визначено проблеми та варіанти застосування інструментів цифрового маркетингу у сегментах B2C для сфери надання послуг та B2C для сфери продажу товарів. Визначено метрики обґрунтування ефективності рішень у сфері цифрового маркетингу для кожного інструменту та для кожного виду сегменту В2С. Обґрунтовано фактори цифрових технологій, які сприяють лідерським позиціям компанії на ринку. Ідентифіковано компетенції, які мають бути розвинені у керівників компаній у сучасному середовищі цифрових технологій. Охарактеризовано риси цифрової компетентності лідера та його компанії, сутність цифрового лідерства у двох аспектах – для компанії та для керівництва. Сформовано систему цифрового лідерства на ринку продукту компанії.
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