IMPLEMENTATION OF THE DEVELOPER’S DIGITAL MARKETING STRATEGY

The article highlights the current issues of implementing the developer’s digital marketing strategy in modern conditions. It is established that development is a complex activity related to the development and implementation of investment projects in the real estate sector, the effectiveness of which is significantly influenced by the developer’s marketing strategy. The relevance of introducing digital marketing tools into developer marketing in modern conditions is proven. The need for a more detailed study of the approach to implementing the developer’s digital marketing strategy, taking into account industry specifics, is substantiated. The purpose of the study was to determine the features of implementing digital tools in developer marketing and to build a poly-contour model of implementing the developer’s digital marketing strategy on this basis. The study used methods of analysis and synthesis, systematization, structuring and descriptive modeling. The application of these methods allowed us to determine the main contours of the developer’s digital marketing strategy implementation model, their content and integration components, draw appropriate conclusions and determine the prospects for further research. A multi-contour model for implementing a developer’s digital marketing strategy is proposed, taking into account its integration into the overall marketing strategy. The situational, formative, implementation, and adaptation-modification contours of the model for implementing a developer’s digital marketing strategy are considered. The substantive and integration components of the considered contours of the model are determined. The main activities associated with the development, implementation, and adjustment of marketing activities involving the use of digital marketing tools are determined. It is proven that the application of the proposed model will allow for increased control over the effectiveness of the use of digital marketing tools and will ensure timely adjustment of the developed digital marketing strategy. Promising directions for further research related to the development of a system of key indicators of the effectiveness of the developer’s digital marketing strategy are identified.