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2:36 { * .. .. 43% E3S Web of Conferences 135, 04023 (2019) ITESE-2019 https://doi.org/10.1051/e3sconf/201913504023 Impact of digital marketing development on entrepreneurship Kenzhegul Bizhanova"", Arafat Mamyrbekov', Ilkhom Umarov, Akmaral Orazymbetova¹, and Aziza Khairullaeva 'Al-Farabi Kazakh National University, 050040, Almaty, Kazakhstan Kazakh Innovative Humanitarian-Juridical University, 11, Mangilik el str, Semey, Kazakhstan Abstract: The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media. Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, much of the related research focuses more on the client than the firm. This study uses the firm's perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firms participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engagement with digital marketing, marketers need to focus on relationship-based interactions with their customers. This article demonstrates how some firms are already achieving just that. 1 Introduction One of the biggest changes in human interaction is the recent spread of social media. The rapid growth of web-based platforms that facilitate social behaviour on the Internet has significantly changed the nature of human activity, environment and interaction [1]. Real social relationships have been transferred to the virtual world, which has led to the creation of online communities of people from all over the world. This movement into the digital dimension allows people to share knowledge, entertain each other and promote dialogue between different cultures [2]. Corresponding author: [email protected] The Authors, published by EDP Sciences. This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/). E3S Web of Conferences 135, 04023 (2019) ITESE-2019 https://doi.org/10.1051/e3sconf/201913504023 Entrepreneurship was established and developed at a late stage of capitalism, when it was singled out as the fourth factor of production. The reason for this was the awareness of economists of the decisive factor of entrepreneurship in the progress of the economy. In spite of a rather short period of time, this factor of production, today, is popular and rapidly developing. The goals of any business entity in the long run are to maximize profits and minimize the cost of own production, as well as to meet the needs of buyers [3]. The relevance of this article is due to the fact that the penetration of the Internet in all aspects of human life has led to a change in the traditional regulation of business structures. Digital marketing is based on online channels with the highest frequency of use, they are dynamic, they can change from year to year and are always influenced by market trends. In short, digital marketing constantly uses review, analysis, explanation, promotion process and helps to establish stronger brand-consumer relationships, helping to effectively identify consumer relationships and of 7tention. The impact of this type of unconventional marketing has been great, affecting sales and the number of customers, dictating, at best, commercial tendencies. If most clients interact with social media, firms should also interact with social media. In the past, marketers have used email, direct marketing, telemarketing, information -1...:: JanaL ||| O < |||
{ * . . 44% 2:37 In the past, marketers have used email, direct marketing, telemarketing, information websites, television, radio and other mechanisms to disseminate information related to the firm or its products. The World Wide Web has been used to present marketing messages through page views and advertising to reach large numbers of people in a short period of time. It served as an advertising tool that shaped surfer behaviour [4]. Living in the digital age, when everyone has access to the Internet, it is logical to switch to this type of marketing and intensive use of companies. The emphasis is on the following factors: reputation management, which consists in making a decision based on customer feedback, which is evaluated by the company and then assimilated; full presentation of services, the consumer is initially attracted by the type of bait, the next step will be to present him a full set of specific source of search information; communication is a key element, as a specific monologue of the campaign initiated by the company is removed and the dialogue is established through social platforms; brand recognition [5] 2 Literature review Transforming communication channels is a complex task for all industries, but especially for communication and marketing industries. As Malhern notes, "Digitization of the media represents a phase shift in the history of communications. [6]. According to Fader (2012), the 1990s were a decade of e-commerce, and the beginning of the 21st century was an era of social commerce. The role of "digital marketing" is confirmed by IBM's research, which consists of interviews with CMOS (IBM Institute for Business Value, 2011). These WSCs articulate the following four biggest challenges: data explosion (sometimes also called big data), social media, channel proliferation, and changing consumer demographics. Three of these four biggest challenges correspond to the development of digital marketing. [7, 8]. According to Kung, changes in technology and consumer behavior have always been key factors in changing media strategy. 9] However, how these elements differ and are therefore complex. It is important to have a clear understanding of what we mean by "digital marketing". Professor George Day of Wharton has identified a growing gap between the accelerating complexity of markets and the ability of most marketing organizations to understand and cope with this complexity. While market fragmentation and rapid change forces are everywhere, we believe that the use of the Internet is a major driver of widening the gap. [10] 2 E3S Web of Conferences 135, 04023 (2019) ITESE-2019 https://doi.org/10.1051/e3sconf/201913504023 The Institute of Digital Marketing (DMI) defines digital marketing as "the use of digital technology to create integrated, targeted and measurable communication that helps to acquire and retain customers in building deeper relationships with them" [11]. Simply Digital Marketing defines the term as follows "Digital marketing is a sub-sector of traditional marketing and uses modern digital channels to host products, such as downloadable music, and primarily to communicate with stakeholders, such as customers and investors, about the brand, products and business progress. Both definitions are useful; the first is because it highlights the importance of a strategic framework for any marketing approach, i.e. its measurability and integration, as well as its focus on relationships and communication. The second definition serves as a reminder that any use of digital marketing must be effective in promoting products or services, as well as include intellectual strategy and excellent communication. It is also useful to clarify the intended meaning of other terms used in this document. The term "creative industries" is commonly understood to include publishing, media (e.g. television and radio), architecture, craft and design, fashion, advertising, public relations, and computer games and software as defined by the U.S. Department of Media Culture and Sports. [12] According to Jamal, the Internet has become one of the most important markets for goods and services transactions. For example, consumer spending in the U.S. Internet has exceeded $100 billion (already in 2007), and online demand for information products such as books, magazines and software is growing at a rate of 25% to 50% [13]. Social media provide marketing professionals with excellent opportunities to reach consumers in their social communities and build more personal relationships with them [14]. Social media have changed the way a brand's content is created, distributed and consumed, transferring the power to shape the brand image from marketers to online communications and consumer content [15]. According to Andrew T. Stefan, the use of the Internet, social media, mobile applications and other digital communication technologies has become part of the daily lives of billions of people. For example, the current level of Internet usage among adult Americans is about 87%, approaching 100% for demographic groups such as adults with higher education and higher incomes. People are increasingly exposed to digital and social media. This is done for many purposes, including in their role as consumers, as they seek information about products, buy and consume them, and communicate with others about their experiences. Marketers have responded to this fundamental shift by increasing the use of digital marketing channels. In fact, by 2017, about a third of global advertising spending is projected to be on digital channels. According to Andreas M. Kaplan, "mobile marketing is any marketing activity carried out through a ubiquitous network to which consumers are constantly connected through a personal mobile device". ||| O <