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“DEVELOPMENT ISSUES OF INNOVATIVE ECONOMY IN THE
AGRICULTURAL SECTOR”
International scientific-practical conference on March 25-26, 2021.
Web:
http://conference.sbtsue.uz/uz
Scientific and technological progress today leads to the spread and rapid development of the
digital economy, which is a derivative of the electronic economy, the conceptual foundations of which
were formulated in 1995 by N. Negroponte, summarizing the new features of the economic existence of
civilization [1]. “The digital economy is a global network of economic and social activity, which is
accessible through platforms such as the Internet, mobile and sensor networks” [2].
These circumstances lead to the emergence of completely new demands among modern
consumers or bring existing ones to a qualitatively new level. In addition, it should be noted that the
differences between products are becoming more and more ephemeral, which in turn requires the
development of a new approach to brand management with a greater degree of consumer involvement in
communication. And if the key paradigms of marketing remain relevant in the context of considering it as
a modern philosophy of doing business, then certain traditional techniques and methods of the marketing
complex in the conditions of the existence of a digital society are no longer able to provide the expected
result in the target market. Consumers are beginning to gradually lose confidence in traditional media,
and they have long learned to ignore conventional advertising on the Internet: banners, context, branded
pages, and more. The rapid development of technology has led to the fact that interaction with potential
customers is no longer in one or two directions, as it was before, but with the help of a wider range of
communication channels [3].
In this context, it should be noted that fundamentally new tools of marketing communication
policy, revolutionary forms of doing business and ways to attract consumers are formed due to the
dynamic development of digital marketing or digital marketing. Digital marketing tools create new ways
to promote products in the modern market and increase the speed of customer acquisition. Natural
selection is forcing marketing to evolve. consumers give preference to those brands that quickly master
digital channels [4].
It is characteristic that the majority of scientists who have devoted their works to the problems of
management and marketing are interested in digital technologies and the corresponding tools for
promoting goods on the market. For example, F. Kotler in the 12th edition of "Fundamentals of
Marketing" paid special attention to Internet technologies, especially social networks. Quite interesting
ideas on the use of various media channels in marketing were expressed by the American scientist J.
Pasmantier.
Thus, taking into account the above, there is no doubt about the need to substantiate the prospects
for the development of digital tools in modern marketing, as well as forecasting options for entering new
markets and identifying the features of promoting goods and services using these tools, which in general
determines relevance of the selected research topic.
The marketing environment requires manufacturers and sellers to adapt to market changes;
therefore, marketing communications are becoming an object of comprehensive study for many foreign
and domestic scientists.
A great contribution to the development of the theory of digital communication policy was made
by such scientists and practitioners as D. Kar, E. Revun, M. Matveev and others. New marketing models
were studied by I. Vasilchuk, I. Kiriya, K. Loughton , D. Mar, D. Cheffey. The following foreign
scientists devoted their works to the problem of digital marketing: A. Kent Wertime, Jan Fenwick, I.
Ashmanov, F. Virin, I. Mann, T. Deinekin, J. Siphon, etc. At the same time, theoretical awareness and
scientific justification of the place of marketing in the context of informatization remains a subject of
scientific discussion.
It should also be noted that the existing work does not cover a significant number of modern
technologies and digital marketing tools that have appeared recently and are rapidly spreading. The
possibilities of using integrated and interactive technologies and tools in digital marketing have not been
practically explored, in addition, their inextricable connection with the cognitive, communication, social
and other capabilities of the Internet has not received wide coverage.
Thus, taking into account the above data, the purpose of the article can be formulated as follows -
to investigate the essence and content of digital marketing tools, to carry out a comparative analysis of
traditional and digital media, to determine the advantages and prospects of using digital tools.
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