FORMATION OF A MODERN STRATEGY FOR THE PROMOTION OF THE ENTERPRISE IN THE INTERNATIONAL MARKET IN THE CONDITIONS OF DIGITAL TRANSFORMATION

Abstract

The article considered the peculiarities of the formation of a modern promotion strategy in international markets in the conditions of digital transformation, including the change of promotion methods and the transition to digital promotion, the fight for the client's attention, and the reduction of the focus of attention, personalization and accessibility of advertising communications, new methods of sales stimulation, search for new niches for promotion, a detailed approach to the target audience, methods of measurement and analysis of efficiency, optimization of results. A modern promotion strategy is presented, built on Human Centered Design technology and consisting of market analysis, assessment of the global value proposition of the product for the market (Product market fit), in-depth analysis of the target audience (identification of their pains, needs, fears, objections, trigger points, criteria product selection that can be used in advertising). Essential tools for finding, gathering, and analyzing the market and audience information are listed, including Ben Hunt's steps. The main marketing promotion tools in international business are classified: Performance, Creative, Affiliate, Email marketing, and SEO Optimization. The characteristics of digital promotion in the form of targeted advertising in social networks, contextual advertising, taking into account their advantages and disadvantages, and the main goals of modern advertising (Awareness, Traffic, Engagement, Lead Generation, App promotion, Sales) are indicated. In the end, analytical approaches to evaluating the effectiveness of a modern promotion strategy on international markets are provided, and definitions and formulas of the main performance monitoring metrics are given: CTR, CPC, CPM, CVR, CPA, Revenue, AOV, ROI, and ROAS. Detailed stage of hypothesis testing, A/B testing procedure.