The paradigm of international marketing in the digital age

Abstract

As globalization and the internationalization of economies develop, traditional marketing strategies are gradually fading into the background. The digital age is coming, which is forming a new paradigm of international marketing. At the same time, as a result of the COVID–19 pandemic, the processes of transition to digitalization have accelerated. The new paradigm of international marketing is manifested in the intensification of competition, frequent changes in the product range, the need to expand partnerships and the reduction of asymmetry of information. In order to attract and retain customers in the era of advanced digital technologies, successful companies are forced to develop new strategies. New technologies such as Big Data and artificial intelligence are becoming an alternative. Consumer preferences are also changing regarding the form of advertising. Online advertising becomes preferable. With the aim of to identify the main features of the new marketing paradigm, preliminary qualitative secondary and primary studies were conducted. To study secondary information, a search for scientific literature on the research topic was carried out in the databases SCOPUS, Science Direct and Springer, which allowed us to understand the main trends in the development of international marketing in the era of digitalization. To conduct primary research, we compiled a questionnaire, consisted of open-ended questions. The survey was conducted using a Google Form. The questionnaire contained four sections on the following topics: (I) Manifestations of a new marketing paradigm; (II) Marketing strategies in a digital environment; (III) Big data VS Marketing research; and (IV) Online Advertising. A sample of convenience, based on 12 respondents – marketing specialists, allowed formulating marketing strategies in the context of the digitalization of the world.