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Digitalization of the System of Professional Training in the Conditions of a Corporate University Read chapter Read first chapter

2022 | OriginalPaper | Chapter

Digital Marketing: Opportunities for Innovation Development and Commercialization of Innovations

Authors : Ekaterina A. Isaeva, Alexander A. Voronov, Tamirlan R. Magomaev, Natalya Y. Veselova, Arthur A. Maksaev

Published in: Business 4.0 as a Subject of the Digital Economy

Publisher: Springer International Publishing

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Abstract

The purpose of the research is to develop theoretical and methodological foundations for the use of digital marketing technologies in the process of intensifying innovation. The authors conducted a comparative analysis of innovation activity in the leading countries of the Bloomberg 2020 Innovation index and in Russia in terms of R&D intensity, patent activity, effectiveness of higher education, and concentration of researchers engaged in R&D. Russia significantly lags behind the leading countries, due to existing problems at all stages of the innovation life cycle. The authors highlight such problems as the low number of personnel engaged in research and development, as well as its reduction; underdevelopment of the patenting system; low financial activity of the business sector; problems of commercialization of innovations. The authors proved that digital marketing technologies have a significant potential for the development of innovation. In the article, the authors proposed a matrix for using digital marketing technologies (testing product concepts on digital platforms; SMM; SMO; online advertising; online PR; mobile applications; blogs and online games; SEO website promotion) to intensify innovation activities at various stages of the innovation life cycle and overcome the country's lag in the development of the innovation sphere.

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Metadata
Title
Digital Marketing: Opportunities for Innovation Development and Commercialization of Innovations
Authors
Ekaterina A. Isaeva
Alexander A. Voronov
Tamirlan R. Magomaev
Natalya Y. Veselova
Arthur A. Maksaev
Copyright Year
2022
Book
Business 4.0 as a Subject of the Digital Economy

Print ISBN: 978-3-030-90323-7

Electronic ISBN: 978-3-030-90324-4

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-90324-4_180