Content area
Full Text
Received: 28.04.2022 Accepted: 19.07.2022 Published: 10.12.2022 DOI: 10.47750/QAS/24.192.43
Abstract
The purpose of the study is to identify trends in the development of digital marketing among companies of the global fuel and energy complex in the current market economy. The article uses methods of analysis and synthesis in determining the characteristics of the implementation of digital marketing. The economic-statistical method was used to analyze the volume of global energy companies' expenditures on digital marketing technologies and to determine the level of their market capitalization of shares. The monographic method was used for a comprehensive and in-depth study of digital advertising activities, and causal links between the implementation of such an advertising campaign and the overall performance of companies. The abstract-logical method was used to generalize and form conclusions. The essence and importance of digital marketing in the promotion of energy brands, taking into account the results of scientific research and practice of global energy companies. Determined the key promising trends in the development of digital marketing in the fuel and energy complex. Investigated the dynamics of the volume of costs for marketing digital technologies and investigated the dynamics of the value of market capitalization of energy companies in the world. An econometric regression model was developed to quantify the impact of the costs of marketing digital technologies on the market value of shares of energy companies around the world. It was found that an increase of 1 bln.$ in the cost of marketing digital technologies increases the value of the market capitalization of energy companies' shares by an average of 14270.84 bln.$.
Key words: digitalization, marketing, fuel, energy market, internet of things.
Introduction
About 25 years ago, brands were spending huge budgets on offline advertising - radio, TV, big boards, etc. But in 1994, there was a breakthrough in the advertising market - the first banner appeared in front of Internet users with the phrase: "Have you ever clicked with your mouse right here? Now you will." The first digital advertising campaign was launched by the agency EURO RSCG and was the beginning of the digital era of marketing. A few years later there was a race among the developers of the first search engines. Global companies, as part of their branding policies, began to...