graduate student
The article explores the impact of digital marketing technologies on entrepreneurial activities in Russia through the lens of institutional and technological transformations. Based on a synthesis of domestic research, it demonstrates that entrepreneurship, understood as an independent factor of production, is gaining importance as digital platforms and practices become more widespread. Digitalization reduces transaction costs, expands access to markets and capital, accelerates experimentation with business models, and enhances transparency in interactions, while digital marketing transforms from a promotional tool into an institutional framework for managing demand and customer relationships. It has been shown that the integration of customer relationship management systems, attribution analytics, and omnichannel strategies increases the marketing productivity of small and medium-sized enterprises, contributes to the growth of long-term customer value and reduces the cost of customer acquisition, and at the regional level, reduces information and transaction gaps, enhances the network effects of ecosystems, and supports the spatial convergence of entrepreneurial activity.
digital marketing, digital technologies, entrepreneurship, institutional environment, technological adaptation, and reach audience
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