Digital Marketing Strategies of Organizations in the Context of Post-Crisis Transformation of the Economy

Relevance. The relevance of the study is due to dramatic changes in economic policy, taking place both in Russia and around the world require the creation of a business management concept adequate to these conditions. The starting point for changing the system of organization and production management can be considered the orientation of companies to win and retain the interest of the largest number of their customers through effective marketing strategies. It seems necessary to note the rapid development of digital technologies, which led to a revolution in the understanding of the implementation of the process of marketing activities. Mastering the digital advertising market has become a prerequisite for maintaining market positions. The pandemic of the new coronavirus infection COVID-19 has only exacerbated this trend. Companies are now being forced to rethink their values in favor of transparency and inclusiveness in their operations.
The purpose of the research is to study the features of the formation of marketing strategies for the development of an organization in the context of globalization and digitalization.
Objectives. The achievement of this goal predetermined the solution of the following tasks: analysis of changes in the advertising market that appeared as a result of the pandemic of the new coronavirus infection COVID-19 and determination of the characteristics of a new consumer. Basic recommendations were offered on the choice of the sequence of the implementation of the process of managing the marketing strategies of organizations, as well as assessing the effectiveness of the chosen strategy.
Methodology. The research is based on methods of rating and statistical data analysis, expert assessment, induction, deduction, synthesis, other general scientific methods, as well as a set of marketing research methods.
Results. It seems necessary to include among the results obtained during the study: the differentiation of marketing strategies for the development of organizations based on digitalization of management, as well as the analysis of changes in the implementation of marketing strategies for the development of organizations associated with the emergence of a pandemic of the new coronavirus infection COVID-19.
Conclusions. In conclusion, it should be noted that organizations need to radically change marketing strategies to maintain their position in the market. With the COVID-19 pandemic, customer preferences have changed and organizations have to adapt to them.

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