Features of Marketing Planning of Enterprises in the Digital Industrial Market

The article substantiates the need for marketing planning of industrial activities in the conditions of the digital industrial market. It is revealed that in the conditions of the digital economy, marketing activities are characterized by a high factor of variability and multi direction. The success of marketing activities of industrial enterprises is largely determined by the quality of scientific research. In the digital economy, marketing support of industrial products is relevant at all stages of the life cycle. The purpose of the article is to determine the features of marketing planning in the digital industrial market. The article also examines the life cycle of customers, which includes such stages as coverage, attraction, onboarding, repetition and retention, cross-selling and expansion of offers, and loyalty. The success of enterprises in the digital industrial market is determined by the degree of support of potential consumers at each stage of the life cycle, which is achieved as part of the implementation of a client-centred model of organizations’ activities. Special attention of enterprises should be focused on the specifics of marketing planning, which implies not only the correct definition and selection of the target audience through the market but also the construction of a special positioning system, the choice of a way to promote goods and the construction of a loyalty system. The use of marketing planning tools in the digital industrial market allows you to maximize profits and develop consumer-oriented activities.