FROM TRADITIONAL TO DIGITAL MARKETING: ANOMALIES AS PARADIGM SHIFT INDICATORS

This article investigates the formation of the digital marketing paradigm through the lens of Thomas Kuhn's theory of scientific revolutions. The research provides specific examples and analyzes selected anomalies that emerge during the digitalization of marketing activities, which cannot be adequately explained within traditional theoretical concepts. The current state of marketing science is characterized by the accumulation of phenomena that challenge established paradigmatic frameworks, indicating the need for paradigmatic shift from pre-digital to digital marketing. Based on the classical «4P» marketing concept, the study systematizes examples of anomalies across four components: «Product», «Price», «Place», and «Promotion». In the Product component, examined anomalies include product dematerialization, algorithmic personalization, and transformation of ownership into access. Price-related examples encompass real-time dynamic pricing, personalized pricing strategies, and multi-level pricing positioning including freemium models. Place component demonstrates interactive transformation of retail spaces, autonomization of trading operations, virtualization of shopping experience, and algorithmic customization of trading interfaces. Promotion anomalies illustrate transformation from mass advertising to personalized content, virtualization of personal selling through AI consultants, gamification of sales promotion, and transformation of consumers into PR agents through user-generated content. The study emphasizes that the accumulation of such anomalies - and many others not covered in this research - indicates a fundamental paradigmatic shift from the pre-digital marketing paradigm to the digital marketing paradigm. A distinctive feature of contemporary anomalies is their technological nature and algorithmic character, which fundamentally distinguishes them from previous paradigmatic changes in marketing. While earlier anomalies primarily concerned methodological and conceptual issues in marketing science development, current anomalies directly transform the practical activities of marketers through implementation of digital technologies, artificial intelligence, and algorithmic automation. The research results confirm the hypothesis about the emergence of a new digital marketing paradigm and demonstrate the scale and depth of transformations occurring in the contemporary marketing environment. These changes require rethinking of the basic theoretical foundations of marketing and development of new conceptual frameworks for understanding digital marketing practices.