Marketing Digitalization Aspects: Manufacturing Firms Experience

Digitalization processes affect all areas of activity for a modern person, significantly influencing both his behavior as a consumer and forcing companies focused on a stable market position to use digital technologies in their business processes. Marketing is not an exception, but rather a use of all available digital tools. The most significant areas of focus for scientists and marketers are the digitalization of marketing, sustainable marketing, and turbulence (transformative) marketing. To rethink the role of marketing in the current situation, it is necessary to consider the development of digital markets, digital needs, and digital interaction. Considering the digitalization of marketing, we can identify several levels of use of digital technologies: managerial, analytical, operational, and tactical, each of which requires close attention and is represented by a whole range of studies and empirical data described in this article. The authors examine the level of digitalization in the marketing of Belarusian manufacturing companies and analyze the most popular areas, technologies, and initiatives. A web-based survey was conducted in the business sector of Belarus to collect data using a quantitative approach. The primary findings indicate that Belarusian manufacturing companies are highly interested in and prepared to use a variety of digital tools. They also prefer to see marketing analytics, omnichannel marketing, and personalization of the customer experience evolved. Additionally, SMM technologies, design solutions, targeting, and customer experience management systems are currently under development.