The Role of Digital Marketing in the Development and Implementation of Innovations in the Electronic Industry

摘要

According to the strategy for the development of the Electronic Industry in Russia until 2025, one of the priorities is "the creation of a market-oriented infrastructure", as well as "the use of the synergistic potential of cooperation of economic entities" [1]. The turbulent, dynamically changing external environment, the complexity of ensuring the relevance of the development time of innovations in the Electronic Industry have led to the emergence of interactive and integrated models for organizing the innovation process. The strengthening of the digital marketing role in these models is not so much associated with the focus on the end consumer, but with the coordination and cooperation of business entities. Modern digital marketing tools help to create networks, consolidate contracts without increasing intra-company costs. Partnerships supported by digital marketing tools provide the highest impact in the development and commercialization of innovative electronic products. The paper describes in detail an integrated model of the innovation process that promotes joint investment, coordinated development of innovations, joint learning and resource exchange, and joint promotion of innovations in the Electronic Industry.