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Development of Digital Competencies and Digital Marketing as a Means of Ensuring the Competitiveness of Economic Entities

Elena Grudistova
Abstract: The fourth industrial revolution with its unprecedented development of information and communication technologies provided practically inexhaustible opportunities for improving socio-economic processes. At the same time, it may increase unemployment as people lack the necessary digital skills, and those organizations that are not ready to use modern technology lose competitiveness. Therefore, the aim of this research was to identify areas and ways to increase the competitiveness of citizens and organizations in the context of digital transformations. The study featured the reserves for the development of digital competencies of the population and the possibility of using marketing technologies in the digital interaction between various economic entities. The research was a synthesis of theoretical and practical principles. The author employed induction, analysis, and synthesis of information obtained from official sources. The article focuses on some issues of the program of implementing the digital economy in the Russian Federation and offers possible solutions. The lack of a common understanding of the essence of the digital economy requires further research on this phenomenon. The author believes that, to overcome the lack of digital competencies, it is necessary to modernize the education system and restore the high value of education, especially that of lifelong learning. The poor use of digital marketing tools can be explained by negative experience, which often results from typical errors that occur when companies ignore the principles of traditional marketing, i.e. customer orientation and moral standards. The author proposes a scheme and some recommendations that can raise the efficiency of digital marketing. Any organization can do digital marketing, which can facilitate the organization in achieving its goals.
Keywords: competitiveness / organization / author / digital marketing / development of digital / Digital Competencies / ECONOMIC ENTITIES

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