Ўзбекистон республикaси иқтисодий тaрaқҚиёт

 
OPPORTUNITIES AND INCONSISTENCIES OF DIGITAL MARKETING 
 
 Khabibullaeva F. 
–
 Postgraduate student
of Tashkent State University of Economics 
Today there is a lot of talk about the digital economy, artificial intelligence in 
relation to people's lives. In this case, it should be noted that in the digital 
transformation will not lose the value of human communication. Because, first, we 
need communication with people. The information space of trust, harmony and loyalty 
in a relationship at the macro and micro level are particularly important and are the 
basis for long-term interaction of economic agents.
The purpose of the report is to explore the impact of digital marketing on 
consumer experience management. When implementing the goal of the study, the 
author used a systemic, integrated scientific approach, analysis and synthesis of 
information, the method of expert assessments, induction and deduction, methods of 

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economic and statistical analysis. In theoretical terms, the problem arises of clarifying 
the scientific definition of «digital marketing» to identify its essence, content and 
capabilities. Disclosure of the content of digital marketing, in my opinion, is possible 
when considered in the relationship «company - consumer». Note that currently the 
object of study, as well as in the 50's, 60 years of XX century, in the era of traditional 
marketing are still the attitude of the company and the consumer. Nevertheless, the 
context is changing, due to the evolution of the market economy, global technological 
trends. «
…Sometimes these changes are so significant that they cause judgments about 
the collapse of marketing, a dead-end direction in the further theoretical development 
of the concept, however, marketing appears in a new guise of network marketing and 
relationship marketing, vertically integrated marketing systems are replaced by new 
flexible organizational formations (virtual corporations), the process of changing 
concrete forms of communication between production and the consumer continues. «
1
In should be noted that traditional marketing has been aimed primarily at meeting the 
needs of consumers by means of a good or service provided by him and had applied 
nature. Subsequently, the evolution of marketing and its concepts took place due to the 
development of a market economy. We are currently talking about the global 
transformation of human civilization, which is based on the manifestation of the fourth 
industrial revolution. Internet of Things, BigDate, robotization, neural networks, and 
biotechnology are attributes of a new technological order in our life. In the same way, 
digital marketing is entering the activities of companies, into the lives of people. The 
possibilities of digital marketing, digital technologies allow companies not only to meet 
the needs of their client, but also to involve him in their business, while the client 
receives income. Let's highlight several trends in the work of companies in the 
formation of customer experience:

The consumer becomes a co-participant, co-creator of the business process, 
while receiving income or certain benefits for the consumption of goods / services, 
attracting new customers. Companies offer their client a certain percentage of the order 
amount for a new client brought in. The amounts accumulated in this way can be 
deposited in the future as payment for consumed goods / services. At the same time, a 
new client who came on the recommendation receives a discount. Digital technologies 
allow the client remotely tracking the accumulated amount of bonuses in his personal 
account. Service companies actively use this marketing tool in combination with 
information technologies: dental clinics, centers of foreign languages. 

The creation of cloud services opens up new opportunities, stimulates the 
creation of new businesses jointly with the consumer and positively affects the 
consumer experience in the process of interacting with companies. Currently, cashback 
platforms that allow a customer to receive / return a certain percentage of his online 
and offline purchases are gaining popularity. Such platforms have a client and partner 
program. The affiliate program involves the construction of a virtual consumer network 
by the client. The larger the virtual consumer network, the more cashback the creator 
1
O.A. Tretyak Marketing evolution: stages, priorities, conceptual base, dominant logic. Russian Management Journal. 
2006. Circulation 
№ 
4. pp. 129-144.

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of this network has. This practice has a positive effect on the seller's relationship with 
customers. 

Omni-channel marketing communications system enables customers to 
personalize offers, taking into account their interests and previous purchases. “In the 
digital economy, the buyer becomes active, in contrast to the industrial (traditional) 
economy, and the management of the buying experience in the new conditions involves 
the digital transformation of the business model, the formation of a new marketing 
management system, competencies and skills of working in the online environment are 
required.”
1
Thus, the purpose of digital marketing is to not only promote a company in 
the Internet space, inform about its product / services, attract leads, retain existing 
customers through digital technologies: SEO, SMO, BigDate, social networks, mobile 
applications, emailing. The key to the use of digital marketing - scale businesses, the 
creation of virtual networks of consumer, customer conversion to the business partner. 
Digital technologies allow realizing these objectives in full. 
In the next, a study of a large retail chain in the sportswear segment will be 
presented to assess the impact of online communications on consumer experience. The 
results showed that even some large retailers operating in the market were not ready 
for the rapid digital transformation of their businesses. This leads to a decrease in 
profits, competitiveness. On the other hand, the results of the study allowed us to 
formulate some paradoxes of digital transformation: 

The presence of a large client base, client indicators does not allow developing 
a correct marketing strategy if we are talking about the formation of consumer loyalty 
to the company. Practice speaks of a non-linear relationship between consumer opinion 
and their behavior. 

“The use of digital marketing tools can significantly speed up the path of the 
consumer from a potential to a loyal client, a client as a business partner of the 
company. However, customer satisfaction is significantly influenced by his emotional 
and behavioral experience of direct interaction with company personnel. Therefore, it 
is necessary to combine online and offline formats in working with clients, potential 
consumers.”
2
Various factors affect the speed of digital transformation of society: the state of 
the economy, the development of ICT in the country, the computer literacy of the 
population, the level of trust in providing their personal data. The last two indicators 
are especially important in the digital economy. Consumer confidence, their digital 
engagement is an object of digital marketing. Currently sharply raises questions 
relating to the security of personal data on the Internet. In the context of digital 
marketing, the work introduces the concept of «digital client», the classification of a 
digital client. The main classification criterion is the degree of use of digital 
technologies in everyday and professional life, as well as the level of readiness to 
provide personal data. For each type of digital client, the company assumes an 
appropriate customer experience management system. Despite the many positive 
1
Yadav, S. Kamboj, Z. J. Rahman, Customer co-creation through social media: The case of 
“
Crash the Pepsi
”
2015/ 
DataDigitMarkPract. 2016. №
4.
2
I.A. Arenkov, Traditional loyalty to consumer experience management and digital models // RISK. 2018. 
№
4.
pp. 187-197. 

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aspects of digital marketing associated with the highly personalized relationship 
between a company and its customer, digital marketing is associated with risks. While 
there are still controversial issues in the formation of customer experience: 

Will the client be alienated by excessive digitalization in the company's work? 

How to maintain customer confidence in the event of a threat to the security 
of personal data, technical failures? 

How will active use of new ICT developments in the activities of companies 
affect the relationship with the client? Will the client have time to adapt to innovations?