REKLAMA SAMARADORLIGINI OSHIRISHDA RAQAMLI MARKETING STRATEGIYALARI ROLI
DOI:
https://doi.org/10.5281/zenodo.17803317Keywords:
raqamli marketing, chakana savdo, raqamli reklama, reklama kanallari, reklama samaradorligi, auditoriya, texnologik infratuzilmaAbstract
Mazkur maqolada O‘zbekistonda reklama faoliyati samaradorligini oshirishda raqamli marketingdan
foydalanishning ahamiyati yoritilgan. Mavzuni nazariy asoslash maqsadida ScienceDirect va Scopus ilmiy maqolalar
bazalariga kiruvchi jurnallarda chop etilgan tadqiqotchilar ishlariga oid ilmiy yondashuvlar tahlil qilingan. Tadqiqot reklama
samaradorligini oshirishda raqamli marketingning rolini baholashga qaratilgan bo‘lib, unda kombinatsiyalashgan (mixedmethod)
yondashuv qo‘llanildi. Natijalar shuni ko‘rsatadiki, raqamli marketing nafaqat savdo hajmini oshiruvchi vosita,
balki brend sodiqligini mustahkamlovchi, mijoz bilan ikki tomonlama muloqotni kuchaytiruvchi va raqobatbardoshlikni
ta’minlovchi strategik zaruratdir. Raqamli transformatsiyani kompleks yondashuv asosida davom ettirish kompaniyalarga
bozordagi pozitsiyasini mustahkamlash va raqamli ekotizimda barqaror o‘sishga erishish imkonini beradi
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