Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny 1 / 7 O + 75% F Impact of digital marketing development on entrepreneurship Kenzhegal Bizhanova", Anafar Mamyrbekov, Ibon Umarov, Akmaral Orazymbetova", and Azza Khairullaeva Al-Farabi Karach National University, 050040, Almaty, Ka Kazach Innovative Humanitarian-Jundical University, 11, Mangilik el str, Semey, Kazachstan Abstract: The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, unch of the related research focuses more on the client than the firm. This study uses the firm's perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firmes participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engagement with digital marketing, marketers need to focus on relationship-based interactions with their customers. This article demonstrates how some firms are already achieving just that. 1 Introduction One of the biggest changes in human interaction is the recent spread of social media. The rapid growth of web based platforms that facilitate social behaviour on the Internet has significantly changed the nature of human activity, environment and interaction (1). Real social relationships have been transferred to the virtual world, which has led to the creation of online commmaities of people from all over the world. This movement into the digital dimension allows people to share knowledge, entertain each other and promote dialogue between different culties [2]. Corresponding tor: dopingask@yandex.ru The Authors, published by EDP Sciences. This is an e Licensepolcreativecommons.orchedd under the lemes of the Creative Commons I & D Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny w 2 /7 75% HipNig/10.1051201913504023 E3S Wch of Cul 135, 04023 (2019) IESE-2019 Entrepreneurship was established and developed at a late stage of capitalism, when it was singled out as the fourth factor of production. The reason for this was the awareness of economists of the decisive factor of entrepreneurship in the progress of the economy. In spite of a rather short period of time, this factor of production, today, is popular and rapidly developing. The goals of any business entity in the long run are to maximize profits and minimize the cost of own production, as well as to meet the needs of buyers [3] The relevance of this article is due to the fact that the penetration of the Internet in all aspects of Imman life has led to a change in the traditional regulation of business structures. Digital marketing is based on online channels with the highest frequency of use, they are dynamic, they can change from year to year and are always influenced by market trends. In short, digital marketing constantly uses review, analysis, explanation, promotion process and helps to establish stronger brand-consumer relationships, helping to effectively identify consumer relationships and attract attention. The impact of this type of unconventional marketing has been great, affecting sales and the number of customers, dictating, at best, commercial tendencies If most clients interact with social media, firms should also interact with social media. In the past, marketers have used email, direct marketing, telemarketing, information websites, television, radio and other mechanisms to disseminate information related to the firm or its products. The World Wide Web has been used to present marketing messages through page views and advertising to reach large mambers of people in a short period of time. It served as an advertising tool that shaped surfer behaviour [4]. Living in the digital age, when everyone has access to the Internet, it is logical to switch to this type of marketing and intensive use of companies. The emphasis is on the following factors: reputation management, which consists in making a decision based on customer feedback, which is evaluated by the company and then assimilated; full presentation of services, the consumer is initially attracted by the type of bait, the next step will be to present him a full set of specific source of search information, communication is a key element, as a specific monologne of the campaign initiated by the company is removed and the dialogue is established through social platforms: brand recognition [5] 2 Literature review Transforming communication chamels is a complex task for all industries, but especially for communication and marketing industries. As Mathem notes, "Digitization of the media represents a phase shift in the history of communications. [6]. According to Facker (2012), the 1990s were a decade of e-commerce, and the beginning of the 21st century was an era of social commerce. The role of "digital marketing" is confirmed by IBM's research, which consists of interviews with CMOS (IBM Instrute for Business Valve, 2011). These WSCs articulate the following four biggest challenges: data explosion (sometimes also called big data), social media, channel proliferation, and changing consumer demographics. Three of these four biggest challenges correspond to the development of digital marketing. [7, 8]. According to Kung, changes in technology and consumer behavior have always been key factors in changing media strategy. 9] However, how these elements differ and are therefore complex. It is important to have a clear understanding of what we mean by "digital marketing Professor George Day of Wharton has identified a growing gap between the accelerating complexity of markets and the ability of most marketing organizations to condimented and with this Mitentent fontation and conid shamam @ Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny A /7 75% B A E3S Web of Conferences 135, 04023 (2019) MESE-2019 1./10.1051/3201913504023 The Institute of Digital Marketing (DMI) defines digital marketing as "the use of digital technology to create integrated, targeted and measurable communication that helps to acquire and retain enstomers in building deeper relationships with them [11]. Simply Digital Marketing defines the term as follows "Digital marketing is a sub-sector of traditional marketing and uses modern digital channels to host products, such as downloadable music, and primarily to communicate with stakeholders, such as customers and investors, about the brand, products and business progress. Both definitions are useful; the first is because it highlights the importance of a strategic framework for any marketing approach, ie its measurability and integration, as well as its focus on relationships and communication. The second definition serves as a reminder that any use of digital marketing must be effective in promoting products or services, as well as include intellectual strategy and excellent communication. It is also useful to clarify the intended meaning of other terms used in this document. The term "creative industries" is commonly understood to include publishing, media (eg television and radio), architecture, craft and design, fashion, advertising public relations, and computer games and software as defined by the U.S. Department of Media Culture and Sports. [12] According to Jamal, the Internet has become one of the most important markets for goods and services transactions. For example, consumer spending in the US. Internet has exceeded $100 billion (already in 2007), and online demand for information products such as books, magazines and software is growing at a rate of 25% to 50% [13]. Social media provide marketing professionals with excellent opportunities to reach consumers in their social communities and build more personal relationships with them [14]. Social media have changed the way a teand's content is created, distributed and consumed, transferring the power to shape the brand image from marketers to online communications and consumer content [15] According to Andrew T. Stefan, the use of the Internet social media, mobile applications and other digital commaication technologies has become part of the daily lives of billions of people. For example, the current level of Internet usage among adult Americans is about 87%, approaching 100% for demographic groups such as adults with higher education and higher incomes. People are increasingly exposed to digital and social media. This is done for many purposes, including in their role as consumers, as they seek information about products, buy and consume them, and communicate with others about their experiences. Marketers have responded to this fundamental shift by increasing the use of digital marketing channels. In fact, by 2017, about a third of global advertising spending is projected to be on digital channels. According to Andreas M. Kaplan, "mobile marketing is any marketing activity carried out through a ubiquitous network to which consumers are constantly connected through a personal mobile device" In the book "Digital Marketing: The Essential Guide to New Media and Digital Marketing", Kent Westime and Jan Fenwick talk about how blogs and social networks.com promote thein brand and increase sales. Here's a quote from the book. "Advertising needs to be placed where consumers' attention is focused. In the age of the Internet and digital devices, people are spending more and more time in virtual space and this must be taken into account by all marketers". According to S. Ziyadin, the most popular way to promote products and services in any sphere is marketing in the global Internet @ Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF file Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny Q /7 + 75% D 3 Methodology Statistical and economic analyses were used as sources of secondary information. In departmental bodies the basic data on the researched market of production in the Republic of Kazakhstan have been received. For consideration of influence of digital marketing on business As sources of the secondary information the statistical data of the Kazakhstan Association of Internet business and mobile commerce are considered. 4 Discussion and results. Growing digitalization is causing serious problems for marketing executives. They face growing complex and rapidly changing markets that are beyond their control. As a result, firms have realized these changes and how to cope with them [10]. Interaction between market participants in the Internet market takes the following variants - models of interaction between market participants. Let us classify these models in Table 1. The B2B model allows to optimize the activity of related enterprises, and also accelerates the sale and purchase of goods necessary for the enterprise. BXC model optimizes the capabilities of the enterprise in terms of expanding sales opportunities, in turn, the consumer saves time without moving in space, in addition, having the option of preliminary selection of goods. The G2E model optimizes the efficiency of public authorities, especially the government's public service delivery system. In addition, direct communication of individuals and legal entines with the state authorities levels comption, as transparency (openness) of operations is ensured Table 1. Clanification of the model of inaction betwom market participat Organization of interaction Madel B2C Interaction Business-to-comer (business Online retailing end user) - sale of goods to the end user Real-time sale of services: tapat, education, formance, c BIC web shop winderw Inter catalog GZE Government-to-everybody 1- pom(t)-provision of services by public arthrition to individuals and legal Government and other government portals wetses information, online requests, service and tractions can be chained 1) Electronic Vertical Markets - the trading commity in a particular industry ay-tradine 2) 878 of suppliers 3) BZB-Web Screens Business-to-business An enterprise sells goods to another enterprise 4) B2B auctions-trading platforms for exchange of offers between suppliers and buyers of industrial good exchp (in 5) BB-KASE). trading platforms for antrenated selection of sellers and trays of industrial goods 6) Interbanch B2B portals-trading platforms uning markets of different industries Consumer-to-oness (commer business)-the consumer offers the Reverse electronic actions ITESE-2019 B2B COR @ Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny 5 / 7 + 75% 5. ww Let's define the areas of application of information technologies in the organization of business processes: 1. Providing information by creating databases of offered products, vacancies, prices, etc; 2. Internet communications organization of videoconferences, as well as the use of Internet telephony to manage business processes at a distance; 3. Internet media (media outlets) providing information to market participants 4. Internet-education-distance leaming, testing and digital library services; 5. Internet advertising and PR- corporate and departmental sites and blogs, promotional sites (demonstration sites), development of advertising networks and a special platform for social, political and commercial advertising 6. Global automated process control systems (APCS). MES (Manufactunin Execution System) in production; ERP (Enterprise Resource Plannin) and CRM (Customer Relationship Management) systems in business; 7. e-commerce through electronic means of communication 8. e-government organization of interaction between the state and information and communication technology market participants. Table 1. Advantages and disadvantages of e-commece for various participants of economic Comparison Consumer Manufacturer Avlages Ubiquity (cocomsatisfy th Jeanywhere) Reduced cesta (promotion costs will be lower if they are online) Globality (potel com base is Wide range of products Amonyunky | Dillages Lack of the located all over the world) Probics of legation and regulation of activities on the lumt It is impossible to as the quality of the peoduct possible difficulties and losses in returning pode Nowadays large corporations transfer business processes to the network, which allows to reduce not only the costs, but also time from the origin of the idea to its implementation. As for the possibilities of using information technologies by Kazakhstan enterprises, there sre a number of obstacles here First, for successful implementation of e commerce, electronic enterprises are required, and the degree of automation of business processes at Kazakhstani enterprises remains at a low level. Complex structure of ERP (enterprise resource plannin) - a conductor of the system is an expensive product that can afford the subdivisions of industrial enterprises of the Republic of Kazakhstan Secondly, only those industrial enterprises that are interested in expanding the range of potential customers or choosing suppliers may be interested in e-commerce, but the search for contractors in Kazakhstan is limited to monopolization of production in some areas and the relatively risky nature of the economy. Third, Internet business is more efficient if it is carried out on the basis of an electronic trading platform, ie, on the basis of exchange traditions that are in their infrey and development in Kazakhstan Thus, it can be concluded that online trading in the B2B model is beneficial to Kazakhstan in industries where competition is developed, the degree of standardization of products (stock exchange trading conditions) is high and there are significant financial opportunities. The main problems of B2C model development are relatively small mmber of Internet users, the scale of Internet usage and the factor of mentality of Kazakhstani consumers who do not trust Internet shops because of inertia and preference of traditional H O @ I & D Q AA & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 5:18 PM 402022-05-25 ENG US X Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny w 6/7 75% F distribution channels, as well as underdevelopment of the service of Kazakhstani Internet shops and the aspect of security of thansactions in the network. The main problems of the B2C model development are relatively small number of Intemer users, the scale of Internet use and the factor of mentality of Kazakhstani consumers who do not trust online shops because of the inema and preference of traditional distribution channels, as well as underdevelopment of the service of Kazakhstani online shops and the aspect of security of transactions the network Shopping from Internet 10% 10% 43% 14% 17% Fig. 1. Shopping at online stress [21] In particular, out of the total number of Internet users 73.29% of users make purchases in online stores the structure of purchases is dominated by the order of air and rail tickets (45.39%), also through the network consumers buy clothes (14.76%), computers and digital equipment (13.54%), household appliances (10.23%) and other goods (more than 16.08%). E-commerce market volume in Kazakhstan (2014-2018) billion tenge 300 250 200 150 II 100 50 D 2014 2015 2016 2017 2018 Fig. 2. E-communket volume in Kahatan (2014-2018) brillium tenge According to the data of the Kazakhstan Association of Internet Business and Mobile Commerce, the volume of the e commerce market amonated to 129 billion tenge, in 2015 165 billion tenge. That is, the capacity of the e-commerce market increased by 50% In 2016, the market volume amounted to $226.4 billion in 2017-264.52 billion lenge. According to the latest statistics, the e-commerce market volume in 2018 amounted to 250 billion tenge. Thus, we can see that over the past five years, the e-commerce market has grown significantly. In the present era, that is, at present, even if the term does not have a clear definition, it plays an active role in the socio-social and production relations of countries striving for civilization throughout the world. H O @ I & D Q AA & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 5:18 PM 402022-05-25 ENG US X Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny 1 / 7 O + 75% F Impact of digital marketing development on entrepreneurship Kenzhegal Bizhanova", Anafar Mamyrbekov, Ibon Umarov, Akmaral Orazymbetova", and Azza Khairullaeva Al-Farabi Karach National University, 050040, Almaty, Ka Kazach Innovative Humanitarian-Jundical University, 11, Mangilik el str, Semey, Kazachstan Abstract: The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, unch of the related research focuses more on the client than the firm. This study uses the firm's perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firmes participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engagement with digital marketing, marketers need to focus on relationship-based interactions with their customers. This article demonstrates how some firms are already achieving just that. 1 Introduction One of the biggest changes in human interaction is the recent spread of social media. The rapid growth of web based platforms that facilitate social behaviour on the Internet has significantly changed the nature of human activity, environment and interaction (1). Real social relationships have been transferred to the virtual world, which has led to the creation of online commmaities of people from all over the world. This movement into the digital dimension allows people to share knowledge, entertain each other and promote dialogue between different culties [2]. Corresponding tor: dopingask@yandex.ru The Authors, published by EDP Sciences. This is an e Licensepolcreativecommons.orchedd under the lemes of the Creative Commons I & D Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny w 2 /7 75% HipNig/10.1051201913504023 E3S Wch of Cul 135, 04023 (2019) IESE-2019 Entrepreneurship was established and developed at a late stage of capitalism, when it was singled out as the fourth factor of production. The reason for this was the awareness of economists of the decisive factor of entrepreneurship in the progress of the economy. In spite of a rather short period of time, this factor of production, today, is popular and rapidly developing. The goals of any business entity in the long run are to maximize profits and minimize the cost of own production, as well as to meet the needs of buyers [3] The relevance of this article is due to the fact that the penetration of the Internet in all aspects of Imman life has led to a change in the traditional regulation of business structures. Digital marketing is based on online channels with the highest frequency of use, they are dynamic, they can change from year to year and are always influenced by market trends. In short, digital marketing constantly uses review, analysis, explanation, promotion process and helps to establish stronger brand-consumer relationships, helping to effectively identify consumer relationships and attract attention. The impact of this type of unconventional marketing has been great, affecting sales and the number of customers, dictating, at best, commercial tendencies If most clients interact with social media, firms should also interact with social media. In the past, marketers have used email, direct marketing, telemarketing, information websites, television, radio and other mechanisms to disseminate information related to the firm or its products. The World Wide Web has been used to present marketing messages through page views and advertising to reach large mambers of people in a short period of time. It served as an advertising tool that shaped surfer behaviour [4]. Living in the digital age, when everyone has access to the Internet, it is logical to switch to this type of marketing and intensive use of companies. The emphasis is on the following factors: reputation management, which consists in making a decision based on customer feedback, which is evaluated by the company and then assimilated; full presentation of services, the consumer is initially attracted by the type of bait, the next step will be to present him a full set of specific source of search information, communication is a key element, as a specific monologne of the campaign initiated by the company is removed and the dialogue is established through social platforms: brand recognition [5] 2 Literature review Transforming communication chamels is a complex task for all industries, but especially for communication and marketing industries. As Mathem notes, "Digitization of the media represents a phase shift in the history of communications. [6]. According to Facker (2012), the 1990s were a decade of e-commerce, and the beginning of the 21st century was an era of social commerce. The role of "digital marketing" is confirmed by IBM's research, which consists of interviews with CMOS (IBM Instrute for Business Valve, 2011). These WSCs articulate the following four biggest challenges: data explosion (sometimes also called big data), social media, channel proliferation, and changing consumer demographics. Three of these four biggest challenges correspond to the development of digital marketing. [7, 8]. According to Kung, changes in technology and consumer behavior have always been key factors in changing media strategy. 9] However, how these elements differ and are therefore complex. It is important to have a clear understanding of what we mean by "digital marketing Professor George Day of Wharton has identified a growing gap between the accelerating complexity of markets and the ability of most marketing organizations to condimented and with this Mitentent fontation and conid shamam @ Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny A /7 75% B A E3S Web of Conferences 135, 04023 (2019) MESE-2019 1./10.1051/3201913504023 The Institute of Digital Marketing (DMI) defines digital marketing as "the use of digital technology to create integrated, targeted and measurable communication that helps to acquire and retain enstomers in building deeper relationships with them [11]. Simply Digital Marketing defines the term as follows "Digital marketing is a sub-sector of traditional marketing and uses modern digital channels to host products, such as downloadable music, and primarily to communicate with stakeholders, such as customers and investors, about the brand, products and business progress. Both definitions are useful; the first is because it highlights the importance of a strategic framework for any marketing approach, ie its measurability and integration, as well as its focus on relationships and communication. The second definition serves as a reminder that any use of digital marketing must be effective in promoting products or services, as well as include intellectual strategy and excellent communication. It is also useful to clarify the intended meaning of other terms used in this document. The term "creative industries" is commonly understood to include publishing, media (eg television and radio), architecture, craft and design, fashion, advertising public relations, and computer games and software as defined by the U.S. Department of Media Culture and Sports. [12] According to Jamal, the Internet has become one of the most important markets for goods and services transactions. For example, consumer spending in the US. Internet has exceeded $100 billion (already in 2007), and online demand for information products such as books, magazines and software is growing at a rate of 25% to 50% [13]. Social media provide marketing professionals with excellent opportunities to reach consumers in their social communities and build more personal relationships with them [14]. Social media have changed the way a teand's content is created, distributed and consumed, transferring the power to shape the brand image from marketers to online communications and consumer content [15] According to Andrew T. Stefan, the use of the Internet social media, mobile applications and other digital commaication technologies has become part of the daily lives of billions of people. For example, the current level of Internet usage among adult Americans is about 87%, approaching 100% for demographic groups such as adults with higher education and higher incomes. People are increasingly exposed to digital and social media. This is done for many purposes, including in their role as consumers, as they seek information about products, buy and consume them, and communicate with others about their experiences. Marketers have responded to this fundamental shift by increasing the use of digital marketing channels. In fact, by 2017, about a third of global advertising spending is projected to be on digital channels. According to Andreas M. Kaplan, "mobile marketing is any marketing activity carried out through a ubiquitous network to which consumers are constantly connected through a personal mobile device" In the book "Digital Marketing: The Essential Guide to New Media and Digital Marketing", Kent Westime and Jan Fenwick talk about how blogs and social networks.com promote thein brand and increase sales. Here's a quote from the book. "Advertising needs to be placed where consumers' attention is focused. In the age of the Internet and digital devices, people are spending more and more time in virtual space and this must be taken into account by all marketers". According to S. Ziyadin, the most popular way to promote products and services in any sphere is marketing in the global Internet @ Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF file Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny Q /7 + 75% D 3 Methodology Statistical and economic analyses were used as sources of secondary information. In departmental bodies the basic data on the researched market of production in the Republic of Kazakhstan have been received. For consideration of influence of digital marketing on business As sources of the secondary information the statistical data of the Kazakhstan Association of Internet business and mobile commerce are considered. 4 Discussion and results. Growing digitalization is causing serious problems for marketing executives. They face growing complex and rapidly changing markets that are beyond their control. As a result, firms have realized these changes and how to cope with them [10]. Interaction between market participants in the Internet market takes the following variants - models of interaction between market participants. Let us classify these models in Table 1. The B2B model allows to optimize the activity of related enterprises, and also accelerates the sale and purchase of goods necessary for the enterprise. BXC model optimizes the capabilities of the enterprise in terms of expanding sales opportunities, in turn, the consumer saves time without moving in space, in addition, having the option of preliminary selection of goods. The G2E model optimizes the efficiency of public authorities, especially the government's public service delivery system. In addition, direct communication of individuals and legal entines with the state authorities levels comption, as transparency (openness) of operations is ensured Table 1. Clanification of the model of inaction betwom market participat Organization of interaction Madel B2C Interaction Business-to-comer (business Online retailing end user) - sale of goods to the end user Real-time sale of services: tapat, education, formance, c BIC web shop winderw Inter catalog GZE Government-to-everybody 1- pom(t)-provision of services by public arthrition to individuals and legal Government and other government portals wetses information, online requests, service and tractions can be chained 1) Electronic Vertical Markets - the trading commity in a particular industry ay-tradine 2) 878 of suppliers 3) BZB-Web Screens Business-to-business An enterprise sells goods to another enterprise 4) B2B auctions-trading platforms for exchange of offers between suppliers and buyers of industrial good exchp (in 5) BB-KASE). trading platforms for antrenated selection of sellers and trays of industrial goods 6) Interbanch B2B portals-trading platforms uning markets of different industries Consumer-to-oness (commer business)-the consumer offers the Reverse electronic actions ITESE-2019 B2B COR @ Q & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 400 ENG US X 5:17 PM 2022-05-25 Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny 5 / 7 + 75% 5. ww Let's define the areas of application of information technologies in the organization of business processes: 1. Providing information by creating databases of offered products, vacancies, prices, etc; 2. Internet communications organization of videoconferences, as well as the use of Internet telephony to manage business processes at a distance; 3. Internet media (media outlets) providing information to market participants 4. Internet-education-distance leaming, testing and digital library services; 5. Internet advertising and PR- corporate and departmental sites and blogs, promotional sites (demonstration sites), development of advertising networks and a special platform for social, political and commercial advertising 6. Global automated process control systems (APCS). MES (Manufactunin Execution System) in production; ERP (Enterprise Resource Plannin) and CRM (Customer Relationship Management) systems in business; 7. e-commerce through electronic means of communication 8. e-government organization of interaction between the state and information and communication technology market participants. Table 1. Advantages and disadvantages of e-commece for various participants of economic Comparison Consumer Manufacturer Avlages Ubiquity (cocomsatisfy th Jeanywhere) Reduced cesta (promotion costs will be lower if they are online) Globality (potel com base is Wide range of products Amonyunky | Dillages Lack of the located all over the world) Probics of legation and regulation of activities on the lumt It is impossible to as the quality of the peoduct possible difficulties and losses in returning pode Nowadays large corporations transfer business processes to the network, which allows to reduce not only the costs, but also time from the origin of the idea to its implementation. As for the possibilities of using information technologies by Kazakhstan enterprises, there sre a number of obstacles here First, for successful implementation of e commerce, electronic enterprises are required, and the degree of automation of business processes at Kazakhstani enterprises remains at a low level. Complex structure of ERP (enterprise resource plannin) - a conductor of the system is an expensive product that can afford the subdivisions of industrial enterprises of the Republic of Kazakhstan Secondly, only those industrial enterprises that are interested in expanding the range of potential customers or choosing suppliers may be interested in e-commerce, but the search for contractors in Kazakhstan is limited to monopolization of production in some areas and the relatively risky nature of the economy. Third, Internet business is more efficient if it is carried out on the basis of an electronic trading platform, ie, on the basis of exchange traditions that are in their infrey and development in Kazakhstan Thus, it can be concluded that online trading in the B2B model is beneficial to Kazakhstan in industries where competition is developed, the degree of standardization of products (stock exchange trading conditions) is high and there are significant financial opportunities. The main problems of B2C model development are relatively small mmber of Internet users, the scale of Internet usage and the factor of mentality of Kazakhstani consumers who do not trust Internet shops because of inertia and preference of traditional H O @ I & D Q AA & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 5:18 PM 402022-05-25 ENG US X Joumal3.pdt - Adobe Acrobat Reader DC (64-bit) File Edit View Sign Window Help Home Tools Journal3.pdf Q 17C Mostly sunny w 6/7 75% F distribution channels, as well as underdevelopment of the service of Kazakhstani Internet shops and the aspect of security of thansactions in the network. The main problems of the B2C model development are relatively small number of Intemer users, the scale of Internet use and the factor of mentality of Kazakhstani consumers who do not trust online shops because of the inema and preference of traditional distribution channels, as well as underdevelopment of the service of Kazakhstani online shops and the aspect of security of transactions the network Shopping from Internet 10% 10% 43% 14% 17% Fig. 1. Shopping at online stress [21] In particular, out of the total number of Internet users 73.29% of users make purchases in online stores the structure of purchases is dominated by the order of air and rail tickets (45.39%), also through the network consumers buy clothes (14.76%), computers and digital equipment (13.54%), household appliances (10.23%) and other goods (more than 16.08%). E-commerce market volume in Kazakhstan (2014-2018) billion tenge 300 250 200 150 II 100 50 D 2014 2015 2016 2017 2018 Fig. 2. E-communket volume in Kahatan (2014-2018) brillium tenge According to the data of the Kazakhstan Association of Internet Business and Mobile Commerce, the volume of the e commerce market amonated to 129 billion tenge, in 2015 165 billion tenge. That is, the capacity of the e-commerce market increased by 50% In 2016, the market volume amounted to $226.4 billion in 2017-264.52 billion lenge. According to the latest statistics, the e-commerce market volume in 2018 amounted to 250 billion tenge. Thus, we can see that over the past five years, the e-commerce market has grown significantly. In the present era, that is, at present, even if the term does not have a clear definition, it plays an active role in the socio-social and production relations of countries striving for civilization throughout the world. H O @ I & D Q AA & Search 'Measure PExport PDF Adobe Export PDF Convert PDF Files to Word or Excel Online Select PDF File Journal3.pdf Convert to Microsoft Word (.doc) Document Language: English (US) Change Convert View Document Cloud Files Convert, edit and e-sign PDF forms & agreements Free 7-Day Trial 5:18 PM 402022-05-25 ENG US X