MARKETING ACTIVITIES OF IT COMPANIES: INFORMATION AND ORGANISATIONAL CAPABILITIES FOR DIGITAL PRODUCT DEVELOPMENT

Abstract

The purpose of this article is to provide a comprehensive examination of the informational and organisational capabilities of marketing activities in the market for digital products and services. It highlights the importance of data analysis, web analytics and technology partnerships for success in the digital marketplace. It also examines modern organisational strategies to help IT companies effectively implement marketing initiatives and adapt quickly to changing business landscapes. Methodology. This article is based on a theoretical and methodological review of the existing scientific literature on digital technologies, the marketing of digital products and services, and an overview of current technological and organisational solutions in the digital field. In addition, it includes a survey of marketing managers from renowned IT companies with the aim of delineating the typology of organisational structures within marketing departments. Results. Information delivery, data analytics, monitoring tools and web analytics are critical to digital marketing in IT organisations, facilitating the collection and analysis of data from multiple sources such as websites, social media and CRM systems. By leveraging big data and machine learning algorithms, it is possible to identify complex dependencies and predict consumer behaviour. Technological partnerships and collaborations with startups are becoming increasingly important for IT companies' marketing efforts, providing access to fresh ideas, technologies and a competitive edge. Organisational structures in the marketing departments of IT companies emphasise agility and cross-functional teamwork, often using agile methodologies. This promotes adaptability to market changes. Marketing structures typically include inbound approaches, flexible growth-oriented setups, and streamlined hierarchies. Practical implications. These marketing tools and organisational methods are recommended for implementation in the marketing departments of IT companies. The correlation between informational and organisational capabilities contributes to the achievement of marketing goals and the competitive advantage of IT companies in the marketplace. Scrum and Kanban, widely used agile frameworks, are not limited to technology companies but are also common in financial services and retail. Value / Оriginality. In the context of the ongoing military conflict, successful operation of Ukrainian IT companies in the modern world requires not only technological superiority, but also effective marketing and a well-organised internal structure. To accelerate the recovery of the Ukrainian IT sector and improve existing practices, the following recommendations have been made.