Какие навыки нужны маркетологам в условиях цифровизации экономики? Ожидания предпринимателей

Abstract

Rapid digital changes, the digitalization of entrepreneurship and marketing, present new challenges to marketers, demanding updated skills and strategies. With the growth of online commerce, entrepreneurs are now competing in the digital space, making professional skills in digital marketing crucial for their success. Based on a sociological study conducted by the author in May-June 2023 among Moldovan entrepreneurs, the perceptions and expectations of entrepreneurs regarding marketing were explored. The in-demand marketing services and also offers some recommendations for improving training in the field of marketing are analyzed. Business representatives assign a wide range of activities to marketers, including continuous monitoring of supply and demand changes, customer interactions and analytics, product and service promotion, understanding and optimizing websites for search engines, creating high-quality content, competitor analysis, and more. The primary expectations of entrepreneurs are to attract new customers and increase sales volume as entrepreneurs prioritize the expansion of their customer base and increasing revenue, which are key indicators of success for most companies. Large enterprises are more focused on brand recognition, market share expansion, and the introduction of new products and services. Meanwhile, small and medium-sized business owners aim to enhance their company's image and increase profitability. The study also identifies the challenges that entrepreneurs face in digitizing their marketing activities. This underscores the complexity of adapting to new digital requirements and the need to acquire new knowledge and approaches. Small and medium-sized business owners, often acting as the marketers of their companies due to limited resources, themselves require knowledge in the field of digital marketing. Based on the findings, the author concludes that there is a need for a broader application of innovative teaching methods in the training and retraining of marketing professionals.