Information as One of the Key Resources in the System of Forming Marketing Content and Making Management Marketing Decisions

Abstract

The purpose of the article is to substantiate the role of information as a strategic resource in the process of forming marketing content and making managerial marketing decisions in the context of the digital transformation of the economy. The object of the study is the system of information support for marketing activities of modern enterprises. The issue of using information resources in marketing activities is actively studied in domestic scientific literature, especially in the context of digital transformation. The article substantiates that in the context of digitalization of the economy, information becomes a key resource for ensuring effective marketing activities of enterprises. It is determined that information is the basis for creating relevant marketing content, personalized communication and strategic management in the field of marketing. It is proven that without full information support, the process of making marketing decisions loses its validity, and the content loses its purpose. It is established that information provides flexibility, adaptability and competitiveness of the enterprise due to a rapid response to changes in the market environment and the ability to predict consumer behavior. Four main arguments are described that confirm the critical role of information in marketing management, in particular: as the basis for informed decisions, a source of content creation, a tool for adaptability and an asset for the formation of competitive advantages. It is noted that modern information technologies, such as Big Data, CRM systems and digital monitoring platforms, open up new horizons for the transformation of marketing activities. In our opinion, information in the era of digital marketing is not only a tool, but also a driver of changes in the system of managerial decision-making. Therefore, the topic is extremely relevant both in scientific and practical contexts, as it allows improving managerial thinking and forming effective communication models focused on data.