UDC 339.138
DOI: 10.36871/u.i.k.2025.05.01.002
Authors
Tatiana L. Bezrukova,
Voronezh State Forestry Engineering University
named after G.F. Morozov, Voronezh, Russia
Abstract
It is determined that the strategic objectives of the national project
«Digital Economy» are the development and implementation of programs
for the development of the economy, digital infrastructure and territories of the
country, the capitalization of financial resources and investment funds for the
implementation of large-scale development programs. An important basis for
the implementation of strategic initiatives are human resources, human capital,
and human potential, while the rational use of these resources is the key to the
successful implementation of the national project and achieving the expected
results and, as a result, improving the quality of life of the population and the
efficiency of the digital economy.
The purpose of the article is to identify the specific characteristics of the
directions of digitalization of territory marketing in the context of digitalization.
It is indicated that the active and dynamic introduction of digital innovations
and relevant digital solutions in the economy and social policy form new approaches
to the implementation of state and national projects, federal programs
and new forms of interaction between all interested business entities, which is
especially important in the development of the country’s territories.
Marketing uses a variety of tools and technologies for the development of
territories, and among them, digital marketing communications play a key role.
The characteristics of marketing communications that are used to achieve social,
economic, environmental and political effects are presented.
Keywords
territory, marketing, marketing communication, digital technology, digitalization, integration, transformation, strategy
