MOBILE DIGITAL MARKETING TECHNOLOGIES IN E-COMMERCE

Abstract

The development and spread of digital technologies in the world have led to an increase in the number of online users, and the growth in the number of mobile devices, especially smartphones, has led to the development of e-commerce and mobile marketing. The use of mobile technologies in e-commerce contributes to the improvement of user experience and, accordingly, to the increase of financial results of economic activity. The research was conducted using scientific methods of analysis and synthesis, system-structural analysis, compa­rison, systematic, and logical generalization. The article examines the development of e-commerce and mobile marketing technologies, identifies the advantages of e-commerce using smartphones: mobile analytics, personalization of the offer, simpli­fication and acceleration of online shopping, and the latest opportunities for mobile promotion of goods and services. The author identifies the technological trends in e-commerce and mobile marketing in 2024: one-click shopping, visual search, voice search, mobile applications, additional offers, virtual and augmented reality technologies, omnichannel marketing, NFC technology, focus on TikTok promotion, the use of native advertising, the increase of video content, the integration of real-time online broadcasts with instant shopping opportunities. The main goal of mobile marketing is to improve the user experience on mobile devices and smartphones by personalizing offers and making transactions fast and convenient. The goal is achieved by using key mobile marketing tools: a mobile website, a mobile app, mobile banners, SMS content, chatbots, icons, and promotion for the Store. When creating a mobile website and an app, which have their advantages and disadvantages in comparison, it is important to take into account marketing aspects that facilitate promotion in the digital environment and user experience. The author suggests applying a strategic approach to mobile promotion in the image and product areas. The strategic goals, objectives and tools of mobile advertising as a means of mobile promotion are systematized, and the advantages of mobile advertising are presented. This approach will improve the image of enterprises in e-commerce, increase sales, financial performance, brand value and capital.