Impact of digital transformation on marketing strategies and tools used in the high-tech organizations

Abstract

In the conditions of the rapidly developing high-tech sector, the issue of effective application of marketing tools becomes especially relevant. This article is devoted to the analysis of the peculiarities of marketing strategies and tools used in the market of high-tech manufacturing organisations of the Republic of Belarus. The study considers the characteristic features of high-tech products that complicate and complement traditional approaches to marketing, as well as the opportunities and limitations arising from the use of modern digital platforms and technologies and tools. The application of specific marketing tools within the marketing strategies of enterprises of the high-tech sector is considered.