S. S. Marochkina, Yu. V. Suvorova
Sochi State University, Sochi, Russian Federation
Trends and new tools in the work of digital marketers
Abstract: The significant growth in digital marketing has been one of the most important consequences of the pandemic and global isolation. Some of the channels of communication with consumers that were relevant in the past are losing their value for marketers, and online channels are gaining popularity. Abrupt changes and the need to study them determine the relevance of this work. The professors of Sochi State University conducted a study to identify the prospects in the work of marketers in Russia. As a research method, a formalized Internet survey in the form of a questionnaire survey of marketing executives (marketing directors, marketing directors, leading specialists) was chosen. The questionnaire consisted of three main blocks: general information, workflow organization and marketing trends. Based on the analysis of the answers, the frequency of choosing each answer was calculated, and then, using the frequency ranking method, the factors that are most significant for the work of marketing departments in 2022, according to the interviewed specialists, were determined. The results of the study made it possible to highlight the current requirements for novice marketers for successful work in this area and identify trends in the use of marketing tools and communication channels with consumers, as well as in the creation of digital content.
Keywords: marketing; marketing department; marketing agency; digital marketing; Sochi State University.
Paper submitted: October 30, 2021.
For citation: Marochkina S. S., Suvorova Yu. V. (2021) Trends and new tools in the work of digital marketers. Russian Journal of Social Sciences and Humanities, vol. 15, no. 4, pp. 195–204. DOI: 10.17238/issn1998–5320.2021.15.4.21.
