STRATEGIC OBJECTIVES FOR INNOVATIVE DEVELOPMENT OF MARKETING AND E-COMMERCE AS PART OF DIGITALIZATION OF CORPORATE BUSINESS

The article is devoted to study of strategic objectives of innovative development of marketing and e-commerce as part of global digitalization of the enterprises’ business. Pros and cons of digital marketing and e-commerce providing for optimized and increased business efficiency are analyzed. Key barriers to development of e-commerce market and digital marketing are outlined. It has been proven that to increase the competitiveness level and to accelerate innovative development of business, enterprises should actively use e-commerce tools combined with digital marketing. Global trends in development of digital marketing and e-commerce were analyzed, as follows: indicators of the digital marketing use and forecast for the near future, dynamics of e-sales, sales of retail e - commerce worldwide, channels used in marketing, enterprises using e - business applications. Strategic priorities of innovative development of marketing and e-commerce as part of business digitalization of enterprises are substantiated.