Digital Transformation of Marketing in the Industrial Market of Northern Regions: Challenges and Prospects

Annotation

Digital transformation of marketing in the industrial market of northern regions is becoming increasingly important. It allows companies to effectively build a B2B interaction strategy and improve customer service quality using digital technologies, software and digital marketing tools. In addition, digital technologies contribute to improving the effectiveness of operational marketing solutions, expand opportunities for entering new markets and create personalized offers for customers. This research is aimed at analyzing the challenges and prospects of digital marketing transformation in the industrial market of northern regions. In order to achieve this goal, a systematic approach was used as a general scientific research method, and a comparative analysis of existing digital marketing transformation practices was carried out when processing and systematizing data. During the work, a conceptual model of digital transformation was created, which includes strategic and operational approaches to marketing management, emphasizing the importance of integrating data and analytics to optimize customer interaction. Special attention is paid to the adaptation of these approaches to the specifics of northern regions. The scientific contribution consists in systematizing existing knowledge about the digital transformation of marketing and offering new methods and tools that contribute to the effective integration of digital solutions into management processes. The research results can be successfully applied in the practical activities of industrial enterprises in northern regions, as well as in educational institutions for training specialists in the field of management, marketing management and digital marketing.

About authors

Lyudmila I. Bushueva, Dr. Sci. (Econ.), Professor 
ieu@syktsu.ru, ORCID: https://orcid.org/0000-0003-2070-5465
Pitirim Sorokin Syktyvkar State University, 55, Oktyabrskiy pr., Syktyvkar, Russia

Vyacheslav B. Afanasyev, Cand. Sci. (Econ.), Associate Professor
afanasyev@live.com, ORCID: https://orcid.org/0000-0001-7035-2982
Pitirim Sorokin Syktyvkar State University, 55, Oktyabrskiy pr., Syktyvkar, Russia

Keywords

digital transformation, industrial market of northern regions, B2B interaction, digital marketing tools, strategic and operational marketing solutions, change management

DOI

https://doi.org/10.37482/issn2221-2698.2025.61.5

UDC

[338.45:004](985)(045)