Abstract
Modern companies often use digital marketing technologies for promoting their products. The purpose of this paper is to increase the competitive advantages of marketing companies by means of application of the system of project management in digital marketing. Development of the system of marketing services, including digital services, reached a stage when companies—within their budget—have to implement several separate projects, and companies’ activities are largely based on services on implementation of separate projects. Thus, the problems of integration of projects into a common system of company management come to the foreground. Integration could be performed with the help of inclusion of the methods of project management in the system of company management. Within digital marketing, project management includes the following spheres of knowledge: managing project’s contents, terms, quality, human resources, communications, risks, and supplies; integration of projects, which is connected to the marketing activities. Application of the system of project management during promotion of a product in the digital market leads to increase of company’s competitiveness, increase of effectiveness of management, growth of efficiency of works on achievement of the project’s goals, and attraction of new customers and investments. The global practice shows that implementing the system of management of marketing projects allows reducing project costs by 35% on average.
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The authors would like to express their gratitude to the management of State University of Management, Rector Ivan V. Lobanov, and Director of the Institute of Sectoral Management of State University of Management V. I. Tinyakova for the support during preparation of the paper.
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Zozulya, A.V., Titova, N.V., Ciric, D. (2021). Using the Project Management Methods in Digital Marketing. In: Popkova, E.G., Ostrovskaya, V.N., Bogoviz, A.V. (eds) Socio-economic Systems: Paradigms for the Future. Studies in Systems, Decision and Control, vol 314. Springer, Cham. https://doi.org/10.1007/978-3-030-56433-9_153
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