Management and Future Technologies | Volume 1, Issue 1 | № 001

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 Kirish Raqamli iqtisodiyot texnologiyalarning jadal rivojlanishi, axborot sohasida inqilob va iqtisodiyotning globallashuv jarayonlarini tezlashtirish bilan ajralib turadi. Iqtisodiyotning raqamli sektorini rivojlantirish borasida davlat tomonidan keng ko‘lamli chora-tadbirlar ko‘rilmoqda, elektron hujjat aylanishi tizimlari joriy etilmoqda, elektron to‘lovlar rivojlantirilmoqda va elektron tijorat sohasidagi normativ-huquqiy baza takomillashtirilmoqda [1]. Misol tariqasida ushbu ko‘rsatgichlarga nazar solsak. Turli tadqiqotlar natijalari bo‘yicha raqamli iqtisodiyotning dunyo iqtisodiyotidagi salmog‘i 4,5 foizdan 15,5 foizgachani tashkil etadi. Jahon axborot-kommunikatsiya texnologiyalari sektorida yaratilayotgan qo‘shilgan qiymatning deyarli 40 foizi va blokcheyn texnologiyalari bilan bog‘liq patentlarning 75 foizi Amerika Qo‘shma Shtatlari va Xitoy Xalq Respublikasi hissasiga to‘g‘ri keladi. Mamlakatimiz Prezidenti Sh.M. Mirziyoevning 2020-yil 13-fevral kuni axborot texnologiyalarini rivojlantirishga bag‘ishlangan tadbirda keltirgan statistik ma’lumotlariga muvofiq AQShda raqamli iqtisodiyotning yalpi ichki mahsulotdagi ulushi 10,9 foiz, Xitoyda 10 foiz, Hindistonda 5,5 foizni tashkil etadi. O‘zbekistonda bu ko‘rsatkich 2 foizdan ham oshmaydi. Raqamlashtirishning ahamiyati va ta’sirini qanchalik ortib borayotganligini baholash uchun so‘nggi o‘n yillikdagi bir nechta yirik texnologik kompaniyalar va raqamli platformalarning jahon bozoridagi kapitallarining ulushini ko‘rish kifoya. Axborot asri deya e’tirof etilayotgan bugungi kunimizda axborot kommunikatsiya tizimi izchil rivojlanishda davom etmoqda. Bugun zamonaviy axborot texnologiyalarisiz hayotimizni tasavvur etib bo‘lmaydi. Mamlakat darajasida ushbu soha rivoji muhim omillardan biriga aylangan. Shu bois ham mamlakatimizda telekommunikatsiya tarmoqlarini rivojlantirishga alohida e’tibor qaratib kelinmoqda. Ayniqsa sohani xalqaro andozalarda mexanizatsiyalashtirish va rivojlantirish ustuvor yo‘nalishlar sifatida belgilab olingan. Amaliy harakatlar natijasida yurtimizning yaqin va olis mintaqalarida axborot resurslarini yaratish va undan foydalanish samaradorligi oshirilmoqda. Davlatning raqamli iqtisodiyotni rivojlantirish yo‘lini tanlaganligi axborot texnologiyalari sohasida va umuman, elektron hujjatlar aylanmasi sohasida yangi yo‘nalishlar ochib beradi. “Raqamli texnologiyalar” tomon burilishga butun jahon internet tarmog‘i va sifatli aloqaning rivojlanishi sababchi bo‘ldi [2]. Asosiy qism Raqamli iqtisodiyotning eng faol drayveri -bu davlatdir. U raqamli iqtisodiyotning asosiy buyurtmachisi va iste’molchisidir. Masalan, Xitoy bu maqsadlar uchun 9 mlrd dollar atrofida mablag‘ sarflagan. Bozor kapitalizatsiyasi 210 mlrd dollardan ziyod bo‘lgan, alibaba internet resursi ushbu sarmoyalarning to‘g‘ri yo‘naltirilganini isbotladi. Raqamlashtirishdan maksimal foyda olishni istagan davlat, zaruriy yuqori texnologik mahsulotlarning bozorini yaratishi va uni qo‘llab-quvvatlashi lozimdir. Shu bilan birga, parallel tarzda davlat boshqaruvi, muhim sohalar va korxonalar uchun xususiy ilovalarni rivojlantirgan holda, elektron iqtisodiyotning asosiy platformalarini nazorat qiluvchi instrumentlarni o‘z izmida saqlab qolish ham muhim hisoblanadi. Xususan, Yaponiya texnologiyalarni xarid qilgan bo‘lsa-da, ushbu yo‘nalishda o‘zining ishlab chiqaruvchi tarmoqlarini yaratilmagani va texnik ishlanmalar darajasini muttasil yuqori holatda tutilmagani tufayli, raqamli iqtisodiyotdagi yetakchi pozitsiyalarni qo‘ldan boy berdi. Janubiy Koreya esa elektron hukumat va elektron vositachilikka (elektron tijorat faoliyati va davlat tender xaridlarini o‘tkazish uchun) milliy byudjetning 1 foiziga teng miqdorda sarmoya kiritib, har yili 10-15 milliard dollar hosil qilmoqda va harajatlarni 30-40 baravar qoplaydigan daromad olmoqda. Jumladan, davlat va xususiy sektorda call-markazlarni tashkil qilish, mobil ilovalarni yaratish va davlatga tegishli internet-platformalarni reinjiniring qilish orqali mana shunday natijaga erishildi [3]. 61

Volume 1, Issue 1 62 April 2024 Management and Future Technologies journal.umft.uz Hozirgi vaqtda ilmsizlik johillikning tomir yoyishiga alal oqibat yurt parokanda bo‘lishiga olib keladi. Ilmiy adabiyotlarda hozirgi zamon “Yangi raqamli iqtisodiyoti” turli xil atamalar bilan nomlanadi. Masalan, Raqamli iqtisodiyot tushunchasiga bir qator ta’riflar berilgan. Jumladan, iqtisodiyot fanlari doktori, Rossiya Fanlar akademiyasining muxbir a’zosi V.Ivanov “Raqamli iqtisod - haqiqatimizni to‘ldiradigan virtual muhit” - deb ta’rif bergan [4]. Birinchi marta 1995-yilda amerikalik dasturchi Nikolas Negroponte “Raqamli iqtisodiyot” terminini amaliyotga kiritgan bo‘lsa, hozirda bu istilohni butun dunyodagi siyosatchilar, iqtisodchilar, jurnalistlar, tadbirkorlar – deyarli barcha kasb egalari qo‘llamoqda. Raqamlashtirish jahon iqtisodiyotining o‘sishiga olib keladi, masalan, nufuzli McKinsey Global Institute konsalting kompaniyasining hisob-kitoblariga ko‘ra, eng yangi raqamli texnologiyalardan foydalanish 2025-yilga borib yalpi ichki mahsulot (YaIM) o‘sishiga olib keladi. Butun dunyo bo‘ylab. 3-6 trillion dollarni tashkil etadi. Kompaniyaning hisob-kitoblariga ko‘ra, 12 turdagi yuqori texnologiya (mobil Internet, ilg‘or robototexnika, bulutli texnologiya, qayta tiklanadigan energiya, Internet of Things (IoT) ma’lumotlari bu o‘sishga hissa qo‘shadi. Sim-siz uzatish, harakatchanlik va sun’iy intellekt va boshqalar). Ayni paytda butun dunyo bo‘ylab yirik kompaniyalar raqamlashtirish haqiqatidan xabardor va bulutli texnologiyalar va tarmoq infratuzilmasini modernizatsiya qilish bo‘yicha ko‘rsatmalarga ega. Raqamlashtirish, raqamli iqtisodiyotni shakllantirish iste’molchilar, davlat, umuman, jamiyat uchun katta imkoniyatlar ochib beradi. Raqamli iqtisodiyotni qo‘llab-quvvatlash bo‘yicha dunyoning yetakchi davlatlari qatorida Singapur, Xitoy, Janubiy Koreya, Yangi Zelandiya va Daniya bor. Bu mamlakatlar raqamlashtirish va yuqori texnologiyalarni shakllantirish sohasida salmoqli tashabbuslar bilan chiqdi. Tomsk davlat universitetining professori, R.Meshcheryakovning fikricha “Raqamli iqtisod” atamasiga ikkita yondashish mavjud deb hisoblaydi. Raqamli texnologiyalar asosida iqtisodiyotning va elektron tovar va xizmatlar eksklyuziv tavsiflovchi raqamli iqtisodiyot: birinchi yondashuv “klassik” deb nomlanib, klassik misollar - teletibbiyot, masofaviy ta’lim, dori-darmonlarni sotish (filmlar, televizorlar, kitoblar va boshqalar). Ikkinchi yondashuv: “raqamli iqtisod” ilg‘or raqamli texnologiyalardan foydalangan holda iqtisodiy ishlab chiqarishdir. [5] Natija shuni ko‘rsatadiki, bu holatda foyda moddiy ishlab chiqarish (sanoat iqtisodiyoti) emas, balki moliya (kapital) emas, balki yangilik sohalari va olimlarning intellekti tomonidan yaratiladi. Tadqiqotchilar E. Toffler, F. Fukuyama, D. Bell, J. Naysbitt va boshqalar zamonaviy dunyodagi aksariyat rivojlangan mamlakatlar uchun aynan innovatsion iqtisodiyot jahon iqtisodiy ustunligini ta’minlaydi, deb hisoblashadi. Hozirgi kunda AQSh, Germaniya, Yaponiya, Avstraliya, Kanada, Shvetsiya, Finlyandiya, Singapur, Isroil va boshqa mamlakatlar innovatsion iqtisodiyotning rivojlangan venchur biznesi bo‘lgan innovatsion iqtisodiyotga ega mamlakatlar qatoriga kiradi. Biz Karl Shvabning quyidagi fikrlariga e’tibor qaratsak texnologiyalar hayotimizni qanday tarzda o‘zgartirib boraytganligini va kelajak avlod hayotini qanday o‘zgartirajagini tushunib olishimiz kerak, zero ushbu texnologiyalar biz yashayotgan hayotning iqtisodiy, ijtimoiy, ekologik va madaniy sharoitlarini butkul o‘zgartirib bormoqda. Raqamli iqtisodiyotni kim rivojlantiradi? Degan muhim bir savol tug‘uladi O‘zbekiston Respublikasi Prezidenti huzuridagi Loyiha boshqaruvi milliy agentligi raqamli iqtisodiyotni joriy etish va rivojlantirish sohasida vakolatli organ hisoblanadi. Bundan tashqari Iqtisodiyot, Moliya, Axborot texnologiyalari, Adliya vazirliklari va boshqa qator davlat tuzilmalari raqamli iqtisodiyotni rivojlantirish uchun o‘ziga xos mas’uliyat va vazifalarga ega. Bu haqida Prezident Shavkat Mirziyoyevning Oliy Majlis Senati va Qonunchilik palatasiga qilgan Murojaatnomasida ham alohida ta’kidlab o‘tildi. o‘z o‘rnida qayd etish lozimki, mamlakatimiz hayotida raqamli iqtisodiyotning ayrim elementlari allaqachon muvaffaqiyat bilan faoliyat ko‘rsatmoqda. Jumladan, hujjatlar va kommunikatsiyalarning ommaviy ravishda raqamli vositalarga o‘tkazilishini hisobga olib, elektron imzoga ruxsat berish, davlat bilan muloqot qilish ham elektron platformalarga o‘tkazilmoqda [6]. Har xil yashirin va xufiyona iqtisodiyot mavjudligiga dastlab 20-asrning 30-yillarida e’tibor bera

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 boshladilar. 20-asrning 70-yillaridan boshlab xufiyona iqtisodiyotni ilmiy tadqiq qilish boshlandi. Xufiyona iqtisodiyotni tahlil qilish rivojlanayotgan mamlakatlar misolida ingliz sotsiologi K.Xart tomonidan birinchilar qatorida boshlandi U “uchinchi dunyo” mamlakatlarida ko‘plab shaharliklarning rasmiy iqtisodiyotga aloqador emasligini aniqladi. U norasmiy iqtisodiyot atamasini ilmiy muomalaga kiritdi. Daromad olishning formal va noformal shakllari o‘rtasidagi farq ish haqi va o‘zini o‘zi ish bilan band qilish asosida topilgan daromad o‘rtasidagi farq sifatida izohlandi. P.Gutman (AQSh) xufiyona iqtisodiyot ko‘lamiga va roliga e’tibor qilish lozimligini asosladi. Fernando de Soto “Boshqa yo‘l” asarida xufiyona iqtisodiyotni xalqning korrupsiyalashgan davlatning qashshoqlashayotgan aholining asosiy ehtiyojlarini qondirishga layoqatsizligiga nisbatan ijodiy reaksiyasi (javobi) deb atadi. U harajatlarini oshkoralik (legallik) va nooshkoralik (nolegallik) kriteriyalari asosida guruhlashni taklif etgan. 20-asrning 70-yillar ikkinchi yarimi 80-yillarning boshlarida rivojlangan mamlakatlar olimlari va siyosatchilari amaldagi iqtisodiyot ko‘lamlari rasmiy iqtisodiyot ko‘lamlaridan ortiqroq ekanligini aniqladilar. Xufiyona iqtisodiyot rivojlanishi, birinchi navbatda, davlat tomonidan iqtisodiyot tartibga solinishiga javoban paydo bo‘lgan munosabat sifatida qabul qilinishi kerak. Tartibga solish jarayoni cheklovlarsiz bo‘lmaydi, cheklovlarni puxta o‘ylamay joriy etish ularga amal qilmaslikni yuzaga keltiradi, ayniqsa, buning oqibatida biron naf ko‘rish mumkin bo‘lsa. Xufiyona iqtisodiyotning ko‘p turlari (masalan, soliq to‘lashdan bosh tortish) davlat tomonidan tartibga solish jarayonidagi kamchiliklar sababli yuzaga keladi, masalan boshqaruvning byurokratlashtirganligi, soliq stavkalari yuqoriligi va h.k. Xufiyona iqtisodiyotining rivojlanishi, bir tomondan, davlatning aralashuvi haqiqatiga munosabatdir. Cheklovlarsiz tartibga solish mumkin emas va asossiz cheklovlar ularning buzilishiga sabab bo‘ladi [8]. Agarda biz ushbu muammo yokida ziddiyatiga yechim topmas ekanmiz vaqt o‘tib yaxshi bo‘lmagan oqibatlarni keltirib chiqarishi mumkin,biz raqamlashtrilgan raqamli iqtisodiyot, raqamli shaffof elektron tizimni joriy etish ushbu muammoni chetlab o‘tish uchun eng yaxshi vosita deb hisoblaymiz. Raqamli texnologiyalar nafaqat mahsulot va xizmatlar sifatini oshiradi, balki ortiqcha harajatlarni kamaytiradi. Qolaversa, bu korrupsiyaga va xufiyona iqtisodiyotga qarshi kurashish uchun samarali vositadir. Buni barchamiz teran anglab olishimiz darkor. Davlat boshqaruvi va ijtimoiy sohada ham raqamli texnologiyalarni keng joriy etib, natijadorlikni oshirish va bir so‘z bilan aytganda odamlar turmushini yaxshilash ularga yetarlicha qulaylik yaratish demakdir. Buning uchun biz raqamli iqtisodiyotda ishlashga qodir kadrlarni tayyorlash jarayonini tashkil etib mukammal qilib shakllantirishimiz lozim. Xulosa Xulosa qilib aytganda, iqtisodiyotda raqamlashtirish jarayonlarini amalga oshirish ehtiyojdan kelib chiqqan holda jadallashtirish talab etiladi. Raqamli texnologiyalar AKT sektorida ustuvorlik kasb etishidan tashqari, iqtisodiyotning boshqa tarmoq va sohalarida ham an’anaviylikdan voz kechib, raqamli texnologiyalarni joriy etishga ustun darajada ahamiyat qaratilmoqda. Iqtisodiyotni raqamlashtirish jarayonlarini tog‘ri tashkil etish, tarmoq va sohalarda raqamli transformatsiyalashgan iqtisodiyotni kengaytirishda xizmatlar sohasini raqamlashtirish mehnat bozorida o‘zgarishlarni keltirib chiqaradi. Xizmat ko‘rsatish sohasida mehnat bozorining tuzilishi ham o‘zgarib bormoqda, ayrim kasblarining yo‘qolib borishi va yangi kasblarning paydo bo‘lishi bashorat qilinmoqda. Raqamli xizmat ko‘rsatish iqtisodiyotida ishlash uchun yangi kognitiv, ijtimoiy xulq-atvor va raqamli ko‘nikmalar talab qilinadi. Ular raqamli iqtisodiyotda ishlashga qodir kadrlarni tayyorlash jarayonida shakllanishi lozim. Raqamli iqtisodiyot katta hajmdagi axborotni qayta ishlashga asoslanganligi sababli, xodimlarning raqamli kompetensiyalari, xavfsizligi, ishonchliligi, katta hajmdagi axborotni uzoq muddat saqlashi alohida ahamiyat kasb yetadi. Ushbu imkoniyatlardan samarali foydalangan holda, sohani raqamlashtirish va uni yanada takomillashtirish yalpi hududiy mahsulotning oshishiga, ishsizlikning qisqarishiga, aholi turmush darajasining yaxshilanishiga zamin yaratadi. 63

Volume 1, Issue 1 64 April 2024 Management and Future Technologies journal.umft.uz Adabiyotlar 1. O‘zbekiston Respublikasi Prezidentining “O‘zbekiston Respublikasida raqamli iqtisodiyotni rivojlantirish chora-tadbirlari to‘g‘risida”gi qarori. Toshkent sh. 2018-yil 3-iyuldagi PQ-3832 sonli. 2. “Sanoat va xizmat ko‘rsatish sohalarining raqamli transformatsiyasi, tendensiyalar, boshqaruv, strategiyalar” Xalqaro ilmiy-amaliy anjuman materiallari to‘plami. 3. Shukurullo Yo‘ldoshmaxmudov Xurshid o‘g‘li. “Raqamli iqtisodiyot bugungi kunda” Farg‘ona Politexnika Instituti Iqtisodiyot yo‘nalishi 3-kurs talabasi. 4. Sultonova, M. A. (2021). Mas’uliyati cheklangan jamiyatlarda buxgalteriya hisobini tashkil etish masalalari. Scientific progress, 608-613. 5. Shukurullo Yo‘ldoshmaxmudov Xurshid o‘g‘li.“O‘zbekistonda raqamli iqtisodiyotni rivojlantirish Farg‘ona Politexnika Instituti Iqtisodiyot yo‘nalishi 3-kurs talabasi. 6. Raxmonqulov Jonibek Murotovich. “Raqamli iqtisodiyot sharoitida sanoat korxonalari va mamlakat innovatsion faoliyatini axborot texnologiyalari asosida samarali rivojlantirish”, Toshkent davlat texnika universiteti mustaqil tadqiqotchi doktoranti. 7. https://cyberleninka.ru/article/n/yangi-innovatsion-texnologiyalar-yo-nalishlari-muommolariva-yechimlar/viewer. 8. Abulqosimov H.P. Muminov N.G. “XUFIYONA IQTISODIYOT” Mirzo Ulug‘bek Nomidagi O‘zbekiston Milliy Universiteti o‘quv qo‘llanma [7-23].

Management and Future Technologies journal.umft.uz THE APPLICATION OF DIGITAL MARKETING STRATEGIES A bstract: The application of digital marketing strategies has become an indispensable component of contemporary business practices, as organizations strive to navigate the complexities of the digital landscape. In this era of rapid technological evolution and changing consumer behaviors, digital marketing serves as a dynamic and adaptive toolset for engaging audiences, expanding market reach, and driving business growth. This abstract provides a succinct overview of the multifaceted role that digital marketing plays in the modern business environment. April 2024 Volume 1, Issue 1 65 Author Abdulakhatov Muzaffarjon Department of Digital economy and information technologies, Tashkent State University of Economics, Tashkent, Uzbekistan; muzaffar.abdulakhatov@gmail.com Keywords: digital marketing, marketing strategies, online presence, audience targeting. real-time marketing, social media marketing, search engine optimization (SEO), costeffectiveness, measurability, brand building Copyright: © 2024 by the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/ by/4.0/).

Volume 1, Issue 1 66 April 2024 Management and Future Technologies journal.umft.uz Introduction In today's dynamic business landscape, the application of digital marketing strategies has become paramount for organizations aiming to thrive in the digital age. As technology continues to advance and consumer behaviors evolve, traditional marketing methods are gradually giving way to more agile, targeted, and measurable digital approaches. Digital marketing involves leveraging online platforms, tools, and technologies to connect with audiences, build brand presence, and drive business growth. This transformational shift has redefined how businesses engage with their target market, emphasizing the need for a strategic and integrated approach to online marketing. Theory. The scope of digital marketing is vast, encompassing various channels such as search engines, social media, email, content marketing, and more. This multidimensional approach enables businesses to not only reach a global audience but also to tailor their messages to specific demographics, interests, and behaviors. The real-time nature of digital marketing allows for immediate feedback, fostering interactive communication and enabling businesses to adapt swiftly to changing market dynamics. Moreover, the cost-effectiveness and measurability of digital marketing strategies provide businesses with a level of control and transparency that was previously unimaginable. Through analytics and key performance indicators, organizations can assess the impact of their campaigns, optimize their strategies on the fly, and allocate resources more efficiently. This data-driven decision-making process is a cornerstone of successful digital marketing endeavors. Beyond mere promotional efforts, digital marketing plays a pivotal role in shaping brand perception and managing online reputation. Establishing a robust online presence is not just about visibility but also about building meaningful connections with the audience. Social media platforms, for instance, offer a two-way communication channel where businesses can engage directly with consumers, address concerns, and cultivate brand loyalty. Digital Marketing Strategy - a step-by-step plan formulated to achieve specific goals (promotion of a brand or goods and services) using digital technologies (mainly through Internet channels). It is an integral part of digital marketing and one of the types. Main part The most objective of a advanced technique is to oversee client connections and, as a result, accomplish most extreme trade success. Unlike the IT strategy, which is completely focused on the development of information technology in the company (in particular, technical equipment and staffing), the digital strategy is fully related to marketing tools and focuses on specific goals: •make the brand recognizable; •increase loyalty; •achieve high KPIs in a short time; •achieve sales growth; •expand your target audience, taking into account the budget and available resources. Consider how it is currently being used by the Ajoyib Distribution and other international companies. Ajoyib group distribution in Uzbekistan works on Zoho platform. This is the most effective when it

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 combines data from firm sources that are internal to the organization, such as financial and operations data, with data derived from the market in which a company works (internal data). When internal and external data are merged, they can paint a full picture that, in turn, produces a "intelligence" that cannot be obtained from any one piece of data alone. Business intelligence technologies enable firms to, among other things, obtain insight into new markets, evaluate the demand for and acceptability of goods and services for various market segments, and measure the effectiveness of marketing initiatives. Data from a data warehouse (DW) or a data mart is used by BI applications. *MKYVI%NS]MFKVSYT(MWXVMFYXMSRTPEXJSVQ Figure 1. Ajoyib group Distribution platform Ajoyib group distribution in Uzbekistan uses a Microsoft CRM, system which helps to make work %NS]MFKVSYTHMWXVMFYXMSRMR9^FIOMWXERYWIWE1MGVSWSJX'61W]WXIQ[LMGLLIPTWXS efficient and effective. This is an international network of over 250,000 businesses in 180 countries rely QEOI [SVO IJJMGMIRX ERH IJJIGXMZI MW ER MRXIVREXMSREP SJ SZIV on the award-winning a Microsoft CRM, to8LMW convert more leads, engage RIX[SVO with customers, and increase FYWMRIWWIWMRGSYRXVMIWVIP]SRXLIE[EVH[MRRMRKE1MGVSWSJX'61XSGSRZIVXQSVI revenue. Ajoyib group distribution in Uzbekistan sales, marketing, and customer support activities PIEHW GYWXSQIVW ERHofMRGVIEWI %NS]MF KVSYT HMWXVMFYXMSR MR can all beIRKEKI found in[MXL one place with the help a MicrosoftVIZIRYI CRM, which also streamlines Ajoyib group distribution in Uzbekistan procedures, policies, and workforce onto a single platform. a Microsoft 9^FIOMWXERWEPIWQEVOIXMRKERHGYWXSQIVWYTTSVXEGXMZMXMIWGEREPPFIJSYRHMRSRITPEGI CRM,XLI is easily to the unique requirements of WXVIEQPMRIW any size and type of business. major [MXL LIPTadaptable SJ E 1MGVSWSJX '61 [LMGL EPWS %NS]MF KVSYT Start-ups, HMWXVMFYXMSR MR corporations, and verticals like real estate, healthcare, insurance, legal, media, restaurants, travel, 9^FIOMWXERTVSGIHYVIWTSPMGMIWERH[SVOJSVGISRXSEWMRKPITPEXJSVQE1MGVSWSJX'61MW banking, tax, freelancers, and non-profits use contemporary CRM systems like a Microsoft CRM, to IEWMP] EHETXEFPI XS XLI YRMUYI VIUYMVIQIRXW SJ ER] WM^I ERH X]TI SJ FYWMRIWW 7XEVXYTW improve their sales, marketing, and customer support activities (Fig.1). QENSV GSVTSVEXMSRW ERH ZIVXMGEPW PMOI VIEP IWXEXI LIEPXLGEVI MRWYVERGI PIKEP QIHME Unilever’s digital marketing strategy. Each brand uses different digital marketing strategies such VIWXEYVERXW XVEZIP FEROMRK XE\ JVIIPERGIVW ERH RSRTVSJMXW YWI GSRXIQTSVEV] '61 as Unilever aims to be faster, simpler more consumer and customer centric, and future ready for the W]WXIQW E 1MGVSWSJX XS company MQTVSZIisXLIMV WEPIW QEVOIXMRK ERH GYWXSQIV WYTTSVX connectedPMOI world. As a part of'61 this, the accelerating its digital transformation end-to-end EGXMZMXMIW *MK and innovation, to marketing and selling – to make Unilever more competitive – from manufacturing in an increasing digitized Unilever’s digitalworld. marketing strategy. Each brand uses different digital marketing WXVEXIKMIW WYGL EW Moran, 9RMPIZIV EMQW XS FI JEWXIV GSRWYQIVis ERH GYWXSQIV According to Jane chief information officer,WMQTPIV "What isQSVI transformative the way we are connecting people, making data to a broader employee themGSQTER] the skills to GIRXVMG ERH JYXYVI VIEH] JSVaccessible XLI GSRRIGXIH [SVPH %W Ebase, TEVXand SJ giving XLMW XLI MW analyze the data to make better informed decisions. This will help to increase an efficiency of business, EGGIPIVEXMRKMXWHMKMXEPXVERWJSVQEXMSRIRHXSIRH–JVSQQERYJEGXYVMRKERHMRRSZEXMSRXS also it has an impact on topics that are central to our business, like sustainability." QEVOIXMRKERHWIPPMRK–XSQEOI9RMPIZIVQSVIGSQTIXMXMZIMRERMRGVIEWMRKHMKMXM^IH[SVPH %GGSVHMRK XS .ERI 1SVER GLMIJ MRJSVQEXMSR SJJMGIV ;LEX MW XVERWJSVQEXMZI MW XLI [E][IEVIGSRRIGXMRKTISTPIQEOMRKHEXEEGGIWWMFPIXSEFVSEHIVIQTPS]IIFEWIERH KMZMRKXLIQXLIWOMPPWXSEREP]^IXLIHEXEXSQEOIFIXXIVMRJSVQIHHIGMWMSRW8LMW[MPPLIPT 67

Volume 1, Issue 1 68 April 2024 Management and Future Technologies journal.umft.uz The thrust toward advanced is somewhat to overcome advertise challenges confronted by all customer products companies, counting need of development within the nourishment trade, the [IMKLX XS TYPP MR QMPPIRRMEPW [LS TVIJIV *EGIFSSO 8[MXXIV ERH =SY8YFI VEXLIV XLER impact of powerless monetary standards in rising markets and the weight to pull in millennials who TVMRX VEHMS ERHTwitter 8: -R 9RMPIZIV EHZERGIH TVSKVEQ SZIV EPP prefer Facebook, and YouTube ratherTVSTIPPIH than print, ER radio and TV. InGLERKI 2018, Unilever propelled an ERKPIW IWXIIQ GLEMR 8LI LEW 30 stages which control it’s trade advancedSJ change program over all GSQTER] angles of esteem chain. The company has 30 stages whichutilizing control it’s trade utilizing advanced innovations) Fig.2). EHZERGIHMRRSZEXMSRW *MK Figure 2. Unilever’s digital marketing strategy *MKYVIUnilever’sHMKMXEPQEVOIXMRKWXVEXIK] By April 2019, Unilever had mechanized over 700 forms in operations – sparing time and diminishing taken a toll. It preparing programs are centering on computerized up-skilling of its &]%TVMP9RMPIZIVLEHQIGLERM^IHSZIVJSVQWMRSTIVEXMSRW–WTEVMRKXMQI individuals. ERH HMQMRMWLMRK XEOIR E XSPP -X TVITEVMRK TVSKVEQW EVI GIRXIVMRK SR GSQTYXIVM^IH YT In the Figures 3 and 4 it can be seen how Google Cloud has been essential in helping Unilever WOMPPMRKSJMXWMRHMZMHYEPW achieve its objective of building 1 billion one-to-one relationships with its customers. Unilever has -Rto XLI *MKYVIW ERH MX GER FI LS[ +SSKPI 'PSYH LEW on FIIR IWWIRXMEP MR been able produce insights more quickly andWIIR comprehend customer demands a deeper level by LIPTMRK9RMPIZIVEGLMIZIMXWSFNIGXMZISJFYMPHMRKFMPPMSRSRIXSSRIVIPEXMSRWLMTW[MXLMXW combining a wide range of consumer data with Google Cloud AI technologies like translation, visual GYWXSQIVW LEW FIIR EFPI XS TVSHYGI MRWMKLXW QSVI UYMGOP] ERHcontent GSQTVILIRH analytics, and9RMPIZIV natural language processing (NPL). Unilever examined user-generated related to the campaign hashtag Valentine's using Google Cloud API During the GYWXSQIV HIQERHW SRand E HIITIV PIZIPDay F] GSQFMRMRK E Cloud's [MHI VERKI SJVision GSRWYQIVHEXE[MXL campaign'PSYH on Instagram, Facebook, and six-second advertisements were created +SSKPI %- XIGLRSPSKMIW PMOIYouTube, XVERWPEXMSR ZMWYEPbumper EREP]XMGW ERH REXYVEP PERKYEKI using these findings. To keep track of online comments regarding the campaign and advertisements, the TVSGIWWMRK 240 9RMPIZIV I\EQMRIH YWIVKIRIVEXIH GSRXIRX VIPEXIH XS XLI GEQTEMKR company employed Natural Language API. Unilever was able to fine-tune the message delivery of the LEWLXEKERH:EPIRXMRI W (E] YWMRK+SSKPI'PSYH W 'PSYH :MWMSR%4-(YVMRKXLIGEQTEMKR advertisements that connected with their audience on various social media channels as a result. Nearly SR FYQTIV EHZIVXMWIQIRXW GVIEXIH 500 -RWXEKVEQ*EGIFSSOERH=SY8YFIWM\WIGSRH million people were affected by the campaign, which improved brand awareness and[IVI consideration. YWMRK XLIWI JMRHMRKW 8S OIIT XVEGO SJ SRPMRI GSQQIRXW VIKEVHMRK XLI GEQTEMKR ERH EHZIVXMWIQIRXWXLIGSQTER]IQTPS]IH2EXYVEP0ERKYEKI%4-9RMPIZIV[EWEFPIXSJMRI XYRI XLI QIWWEKI HIPMZIV] SJ XLI EHZIVXMWIQIRXW XLEX GSRRIGXIH [MXL XLIMV EYHMIRGI SR ZEVMSYWWSGMEPQIHMEGLERRIPWEWEVIWYPX2IEVP]QMPPMSRTISTPI[IVIEJJIGXIHF]XLI GEQTEMKR[LMGLMQTVSZIHFVERHE[EVIRIWWERHGSRWMHIVEXMSR

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 69 Figure 3. presence in Instagram Figure 4. presence in Facebook promotion over the many decades and this brand was working on growing online presence in all digital platforms, building relationships with consumers, expanding social media communication, maintain a large share of the cosmetic market, increasing sales by support of digital platforms and increasing site traffic of visitors to increase loyalty of the brand from customers (Fig.5).

Volume 1, Issue 1 70 April 2024 Management and Future Technologies journal.umft.uz Nivea’s digital marketing strategy. Nivea has been working on digitalization of promotion over the many decades and this brand was working on growing online presence in all digital platforms, building relationships with consumers, expanding social media communication, introducing cosmetic market to Nivea’s skincare products, maintain a large share of the cosmetic market, increasing sales by support of digital platforms and increasing site traffic of visitors to increase loyalty of the brand from customers (Fig.5). Nivea’s target market is young professional women and men, who seek innovative high quality skincare products. Nivea aims to expand its online presence and followership to increase brand awareness and loyalty in a high competitive market. Surely, here has big portion of role of digital marketing because 21st century generation became more and more digitalized and it is impossible QEVOIXMRK XLIQ ZEVMSYW STXMSRW JSV ZEVMSYW GYWXSQIV X]TIW ERH QEOMRK XLIQ to deny the fact this [MXL fact. Nivea has an excellent digital marketing plan and a well-built social media presence in addition to actively branding their products on television. Nivea has always created its EGGIWWMFPIMRWQEPPIVXSFMK7/9W WXSGOOIITMRKYRMXW products with the intention of mass marketing them, with various options for various customer types and making them accessible in smaller to big SKUs (stock keeping units). Figure 5. Nivea’s digital marketing strategy *MKYVINivea’sHMKMXEPQEVOIXMRKWXVEXIK] -RXLITMGXYVIX[SXLIVIWIEVGLIVLEWWLS[IHWXEKIWSJHMKMXEPQEVOIXMRKMR2MZIEXLI In the picture two, the researcher has showed stages of digital marketing in Nivea the four stages of a strategic marketingHMKMXEP planning process are plan, reach, act, convert, andVIEGLEGXGSRZIVX engage, and Nivea JSYV WXEKIWdigital SJ E WXVEXIKMG QEVOIXMRK TPERRMRK TVSGIWW EVI TPER uses them all. For Nivea to employ digital marketing media, technology, and data to enhance leads and ERH IRKEKI ERH 2MZIE YWIW XLIQ EPP *SV 2MZIE XS IQTPS] HMKMXEP QEVOIXMRK QIHME sales, omni-channel planning opportunities include analytics, setting up KPISTTSVXYRMXMIW dashboards, XIGLRSPSK] ERH HEXE XS IRLERGI PIEHW ERHpersonalizing WEPIW SQRMGLERRIP TPERRMRK and creating SMART objectives. Increase Nivea's consumer base and brand recognition to strengthen MRGPYHITIVWSREPM^MRKEREP]XMGWWIXXMRKYT/4-HEWLFSEVHWERHGVIEXMRK71%68SFNIGXMZIW its marketing funnel. Information on Nivea's digital marketing strategy, which uses the most recent -RGVIEWI2MZIE WGSRWYQIVFEWIERHFVERHVIGSKRMXMSRXSWXVIRKXLIRMXWQEVOIXMRKJYRRIP and effective online marketing tactics to increase site traffic. In order to produce leads for the future, -RJSVQEXMSRSR2MZIE it promotes interactionsWHMKMXEPQEVOIXMRKWXVEXIK][LMGLYWIWXLIQSWXVIGIRXERHIJJIGXMZI on its website or social media. It reaches its target, thus it's critical that you SRPMRIQEVOIXMRKXEGXMGW XS MRGVIEWIWMXI XVEJJMG -R SVHIV TVSHYGI PIEHW JSV XLI JYXYVI MX impact their subsequent actions as they go down the sales funnelXS toward a choice to make a purchase in a physical store or online. Of course, increasing consumer conversion is the ultimate goal ofWGVMXMGEP Nivea's TVSQSXIWMRXIVEGXMSRWSRMXW[IFWMXISVWSGMEPQIHME-XVIEGLIWMXWXEVKIXXLYWMX structured digital marketing plan. Retargeting, nurturing, and conversion rate optimization are used XLEX]SYMQTEGXXLIMVWYFWIUYIRXEGXMSRWEWXLI]KSHS[RXLIWEPIWJYRRIPXS[EVHEGLSMGIXS to remind and convince their audience to buy online or offline, depending on how significant phone QEOIETYVGLEWIMRETL]WMGEPWXSVISVSRPMRI3JGSYVWIMRGVIEWMRKGSRWYQIVGSRZIVWMSRMW and in-person channels are to the target demographic. Nivea's efforts finally pay off as it raises sales XLI YPXMQEXI KSEP SJ 2MZIE W WXVYGXYVIH HMKMXEP QEVOIXMRK TPER 6IXEVKIXMRK RYVXYVMRK ERH from repeat consumers by keeping them interested after their initial purchase. the creation of hyperGSRZIVWMSRVEXISTXMQM^EXMSREVIYWIHXSVIQMRHERHGSRZMRGIXLIMVEYHMIRGIXSFY]SRPMRISV personalized marketing strategies employing online, email, and social media marketing to enhance SJJPMRI HITIRHMRK SR LS[ WMKRMJMGERX TLSRI ERH MRTIVWSR GLERRIPW EVI XS XLIfigures XEVKIX individualized communications Nivea’s presence in Instagram and website are in the following 35,36. HIQSKVETLMG 2MZIE W IJJSVXW JMREPP] TE] SJJ EW MX VEMWIW WEPIW JVSQ VITIEX GSRWYQIVW F] OIITMRK XLIQ MRXIVIWXIH EJXIV XLIMV MRMXMEP TYVGLEWI XLI GVIEXMSR SJ L]TIVTIVWSREPM^IH QEVOIXMRK WXVEXIKMIW IQTPS]MRK SRPMRI IQEMP ERH WSGMEP QIHME QEVOIXMRK XS IRLERGI individualized communications Nivea’s TVIWIRGI MR -RWXEKVEQ ERH [IFWMXI EVI MR XLI

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 71 *MKYVINivea’s[IFWMXI *MKYVINivea’sTVIWIRGIMR*EGIFSSO Figure 7. Nivea’s presence in Facebook (ERSRI Nutricia’s HMKMXEP QEVOIXMRK WXVEXIK] 2YXVMGME MW E (ERSRI FVERH XLEX WTIGMEPM^IW MR VIWXSVEXMZI RSYVMWLQIRX ERH RI[FSVR GLMPH TVSHYGXW GSYRXMRK XLIVETIYXMG Danone Nutricia’s digital marketing strategy. Nutricia is a Danone brand that specializes in WYWXIRERGIJSVFEFMIW[MXLTEVXMGYPEVRIIHW%NSMF+VSYT(MWXVMFYXMSRMR9^FIOMWXERMQTSVXW restorative nourishment and newborn child products, counting therapeutic sustenance for babies with JSPPS[MRKFVERHW particular needs. Ajoib Group Distribution in Uzbekistan imports following brands: 2YXVMPSR TVSHYGXW 2YXVMPSR 4VSRYXVE %HZERGI 2YXVMPSR 4ITXM+EWXVS 2YXVMPSR Nutrilon products: Nutrilon Pronutra Advance, Nutrilon PeptiGastro, Nutrilon Antirefluks, %RXMVIJPYOW2YXVMPSR0EGXSWI*VII2YXVMPSR,]TSEPPIVK]ERH2ISGEXI Nutrilon LactoseFree, Nutrilon Hypoallergy, and Neocate. 1EP]YXOE 1EP]YXOE +SPH ERH 1EPMWL MRJERX QMPO TS[HIV TVSHYGXW JSV RI[FSVR Malyutka: Malyutka Gold and Malish infant milk powder products for newborn babies. FEFMIW This brand extremely active in digital marketing and applies marketing mix strategies in digital 8LMWFVERHI\XVIQIP]EGXMZIMRHMKMXEPQEVOIXMRKERHETTPMIWQEVOIXMRKQM\WXVEXIKMIW very effectively. Nutricia has devided its products into to category and does digital marketing strategy MRHMKMXEPZIV]IJJIGXMZIP]2YXVMGMELEWHIZMHIHMXWTVSHYGXWMRXSXSGEXIKSV]ERHHSIWHMKMXEP separately for instance Nutrilon products are in the market in premium product segment and Malyutka QEVOIXMRKWXVEXIK]WITEVEXIP]JSVMRWXERGI2YXVMPSRTVSHYGXWEVIMRXLIQEVOIXMRTVIQMYQ is much more economy product segment. It has two different tactics for its products. It created a website TVSHYGX WIKQIRX ERH 1EP]YXOE MW their QYGL QSVI IGSRSQ] WIKQIRX -X LEW X[S which teaches to young mothers during pregnancy period andTVSHYGX after pregnancy periods as well and called XEGXMGW this website in thisEclub active more than 12 thousand of moms and HMJJIVIRX JSVas MXWa NutriciaClub TVSHYGXW -Xand GVIEXIH [IFWMXI [LMGL XIEGLIW XS ]SYRK QSXLIVW they daily share information with their internal networks. NutriciaClub started new startup project HYVMRKXLIMVTVIKRERG]TIVMSHERHEJXIVTVIKRERG]TIVMSHWEW[IPPERHGEPPIHXLMW[IFWMXIEW in Uzbekistan and it calls baby poop-checker with it mothers can check the health of their babies by E2YXVMGME'PYFERHMRXLMWGPYFEGXMZIQSVIXLERXLSYWERHSJQSQWERHXLI]HEMP]WLEVI digital health analyses and it works so efficient that many mothers use this platform and shares with MRJSVQEXMSR [MXL XLIMV MRXIVREP RIX[SVOW 2YXVMGME'PYF WXEVXIH RI[ WXEVXYT TVSNIGX MR their relatives about baby’s health (Fig. 7-8). 9^FIOMWXER ERH MX GEPPW FEF] TSSTGLIGOIV [MXL MX QSXLIVW GER GLIGO XLI LIEPXL SJ XLIMV

Volume 1, Issue 1 April 2024 Management and Future Technologies journal.umft.uz FEFMIW F] HMKMXEP LIEPXL EREP]WIW ERH MX [SVOW WS IJJMGMIRX XLEX QER] QSXLIVW YWI XLMW platform and shares with their relatives about baby’s health (Fig. 7 72 *MKYVI(ERSRINutricia’sHMKMXEPQEVOIXMRKWXVEXIK] Figure 8. Danone Nutricia’s digital marketing strategy 8LIVIEVIX[S[E]WSJGLIGOMRKXLIFEFMIWTSSTWHMKMXEPP]JMVWXMWEQERYEPWXSSPXIWX There are two ways of checking the babies poops digitally first is a manual stool test and second is ERHWIGSRHMWGLIGOMRKWXSSP[MXLEVXMJMGMEPMRXIPPMKIRGI-REQERYEPWXSSPXIWXTEVIRXWGER checking stool withWPMHIVW artificialXSWIPIGXXLIGSPSVERHGSRWMWXIRG]XLEXMWGSRWMHIVIHRSVQEPJSVE intelligence. In a manual stool test, parents can use the settings (sliders) YWIXLIWIXXMRKW to select the color and consistency that is considered normal for a baby's stool. This method involves FEF] W WXSSP8LMW QIXLSH MRZSPZIW WYFNIGXMZI NYHKQIRX ERH MW HITIRHIRX SR XLI TEVIRX W subjective judgment and is dependent on the parent's ability to accurately assess the visual characteristics EFMPMX]XSEGGYVEXIP]EWWIWWXLIZMWYEPGLEVEGXIVMWXMGWSJXLIWXSSP8LIQERYEPWXSSPXIWXMWE of the stool. The manual stool test is a traditional approach that relies on visual inspection and parental XVEHMXMSREPETTVSEGLXLEXVIPMIWSRZMWYEPMRWTIGXMSRERHTEVIRXEPI\TIVMIRGI experience. 'SRGPYWMSR Conclusion. -RGSRGPYWMSRXLIETTPMGEXMSRSJHMKMXEPQEVOIXMRKWXVEXIKMIWWXERHWEWEGSVRIVWXSRIMR XLIGSRXIQTSVEV]FYWMRIWWPERHWGETISJJIVMRKEXVERWJSVQEXMZIERHH]REQMGETTVSEGLXS In conclusion, the application of digital marketing strategies stands as a cornerstone in the VIEGLMRK ERH IRKEKMRK [MXL XEVKIX EYHMIRGIW %W XIGLRSPSK] GSRXMRYIW XS EHZERGI ERH contemporary business landscape, offering a transformative and dynamic approach to reaching and GSRWYQIV FILEZMSVW IZSPZI FYWMRIWWIW EVI GSQTIPPIH XS IQFVEGI HMKMXEP GLERRIPW ERH engaging with target audiences. As technology continues to advance and consumer behaviors evolve, XEGXMGWXSVIQEMRGSQTIXMXMZIERHVIPIZERX businesses are compelled to embrace digital channels and tactics to remain competitive and relevant. 6IJIVIRGIW (IGVIISJXLI4VIWMHIRXSJXLI6ITYFPMGSJ9^FIOMWXERHEXIH*IFVYEV]2S 4* 2I[ (IZIPSTQIRX 7XVEXIK] SJ 9^FIOMWXER JSV 8EWLOIRX GMX] ;IFIV ' ‘What EVI XLI (MWEHZERXEKIW SJ (MKMXEP Marketing?’ 'SRXIRX 1EVOIXMRK-RWXMXYXI 5YMGO7TVSYX %PWLEOIXLIIT / 1 / - 7EPEL % %%031%6- / 1 /,%0)( % .VE] % % % (MKMXEP 1EVOIXMRK HYVMRK '3:-( Consumer’s Perspective. WSEAS 8VERWEGXMSRWSR&YWMRIWWERH)GSRSQMGW &EPE 1 :IVQE ( % GVMXMGEP VIZMI[ SJ HMKMXEP QEVOIXMRK 1 &EPE ( :IVQE % 'VMXMGEP 6IZMI[ SJ (MKMXEP 1EVOIXMRK -RXIVREXMSREP .SYVREP SJ 1EREKIQIRX-8 )RKMRIIVMRK &LERHEVM 4 ‘An MRXVSHYGXMSR XS UYERXMXEXMZI research’ &VMKLX)HKI 'LERRIP 6ITSVX ‘Organic 7IEVGL -QTVSZIW %FMPMX] XS 1ET XS 'SRWYQIV Intent’” -WOERHEV /SQEVE &YXXPI * 'YWXSQIV VIPEXMSRWLMT QEREKIQIRX GSRGITXW ERH XIGLRSPSKMIW &YXXIV[SVXL,IMRIQERR0XH-7&2

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 Adabiyotlar 1. Decree of the President of the Republic of Uzbekistan dated February 28, 2023 No. PF-27 “New Development Strategy of Uzbekistan for 2022-2026”. Tashkent city, 2023. 2. Weber, C. (2018): ‘What are the Disadvantages of Digital Marketing?’ (Content Marketing Institute 2016) (Quick Sprout 2016). 3. Alshaketheep, K. M. K. I., Salah, A. A., ALOMARI, K. M., KHALED, A., & Jray, A. A. A. (2020). Digital Marketing during COVID 19: Consumer’s Perspective. WSEAS Transactions on Business and Economics, 831-841. 4. Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339. 5. Bhandari, P, (2020): ‘An introduction to quantitative research’ BrightEdge Channel Report (2019): ‘Organic Search Improves Ability to Map to Consumer Intent’” (Iskandar & Komara, 2018). 6. Buttle, F. (2009). Customer relationship management: concepts and technologies. ButterworthHeinemann Ltd. ISBN 9781856175227 7. Cyber Planet (2019): ‘Top disadvantages of digital marketing‘ Abdulakhatov M. M, “The main impacts of digital transformation on small to medium-sized business enterprises” Scientific electronic journal of Digital Economy and Information Technologies No. 2, 2022 8. Abdulakhatov M. M “The digital economy is the basis for economic development” Scientific journal of Economy and Society No. 10,October 7, 2022 9. Kobilov A.U, Abdulakhatov M.M, Rajabov Sh.B, “Artificial intelligence as a technological innovation for economic development of the republic of Uzbekistan” ICFNDS ’22, December 15, 2022, Tashkent, TAS, Uzbekistan. 73

Volume 1, Issue 1 April 2024 74 Author Dadabayeva Ra’no Department of Digital economy and information technologies, Tashkent State University of Economics, Tashkent, Uzbekistan; dadabayeva.rano@gmail.com Management and Future Technologies journal.umft.uz THE EFFECTS OF DIGITAL MARKETING ON A COMPANY’S OVERALL COMMERCIAL GROWTH IN UZBEKISTAN A Copyright: © 2024 by the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/ by/4.0/). bstract: In the contemporary business landscape, digital marketing has emerged as a pivotal tool for companies striving to enhance their commercial growth. This study investigates the effects of digital marketing strategies on the overall commercial expansion of companies operating in Uzbekistan. Through an in-depth analysis of digital marketing practices and their correlation with business growth metrics, this research aims to provide insights into the efficacy of digital marketing initiatives in the Uzbek market context. Employing a mixed-methods approach, this study incorporates both quantitative analysis of key performance indicators and qualitative examination of digital marketing strategies adopted by companies in Uzbekistan. By surveying a diverse range of businesses across various industries, this research seeks to identify the most impactful digital marketing tactics and their contribution to commercial success. The findings of this study are expected to contribute significantly to the understanding of how digital marketing influences commercial growth in Uzbekistan. By shedding light on the effectiveness of different digital marketing channels, platforms, and techniques, this research will offer actionable recommendations for companies seeking to optimize their digital marketing efforts and capitalize on the opportunities presented by the digital era. Keywords: Digital marketing, commercial, innovation, technology, economy, commercial growth, Uzbekistan, business strategy, marketing effectiveness

Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 Introduction The world is evolving constantly, and this has an impact on how we perceive time. There are no longer isolated regions of the globe, and visiting relatives, meeting people, or waiting for a message no longer require months-long trip. Accessing the Internet only requires a few quick clicks to complete everything. The Internet, a well-known "substance" that has been seamlessly incorporated into modern society like mushrooms and tree roots, has undoubtedly benefited all players in this game. It is difficult to pinpoint exactly what occurs in the world of numbers, but it alters reality and makes time fly. The internet and online purchasing have expanded the possibilities of marketing and given rise to new sectors, tactics, and varieties of it. Here is where digital marketing expanded to include not just television and radio but also the online environment, which is brimming with clever and practical promotional techniques that are currently in use. Even more so, it produced a highly competitive climate for businesses vying for web leadership. Statement Of The Research Problem Four research questions were developed to serve the needs of this study. The study's focus on digital marketing is covered through three research questions. The final inquiry should address the subject of the business mentality and culture. This set of questions included four survey questions. Then, respondents were prompted to list the most crucial goals of their own companies. They were then asked to assess their general job happiness and the working habits of their coworkers and employees. They were then asked to rank the business priorities of their respective organizations in order of importance. They were then asked to rank how crucial it is for them to stay one step ahead of the competition. How much of an effect does digital marketing have on a company's growth in Uzbekistan? This group of questions tries to prove that digital marketing has positively affected the business development of Uzbekistan companies. The participants were questioned if they agreed that digital marketing played a role in the performance of their businesses and whether the outcomes achieved via the use of digital marketing met their expectations. This set of inquiries aims to demonstrate how the growth of Uzbekistani businesses has been positively impacted by digital marketing. The participants were questioned if they agreed that digital marketing played a role in the performance of their businesses and whether the outcomes achieved via the use of digital marketing met their expectations. In addition, they were asked if they preferred traditional marketing techniques to digital ones and, if yes, to briefly explain their choices. The most popular digital marketing channels employed by Uzbekistani businesses were then examined. Respondents were questioned about the digital marketing channels their businesses use and which ones they believe to be most successful in order to learn which ones are most popular among Uzbek enterprises. They also had to say which of the digital marketing objectives meant the most to them. Next, they were asked to rank the importance of the elements on their website. The final set of questions focused on the financial elements of digital marketing in the participants' organizations. Companies were prompted to disclose the proportions of their digital marketing budgets (% of marketing budget) and marketing budgets as a percentage of revenue. They were also questioned if their spending for digital marketing had grown over the previous three years. Finally, they were questioned about whether the COVID-19 outbreak will affect their digital marketing budget. The next section of the study focused on how digital marketing affects business performance. In this portion, respondents were required to analyze advanced showcasing methodologies in their companies. Firstly, they were inquired in case they concur that executing advanced promoting had a 75

Volume 1, Issue 1 76 April 2024 Management and Future Technologies journal.umft.uz positive impact on their companies’ victory. As can be taken note from the figure 1, that 80% of the respondents accept that advanced promoting contributed to their companies’ victory. 17% of them are impartial, which suggests they are not persuaded on the off chance that that's the case, whereas as it were one member considers that advanced promoting was not a vital calculate contributing to their company’s victory. XIGLRMUYIWQIXXLIMVGVMXIVMESVSRXLISJJGLERGIXLEXMXHMHRSXTVSZMHIERXMGMTEXIHGSQIW Besides, members were inquired appraise in case computerized techniques met their EFSYX -X GER FI [EXGLIH JVSQtoXLI JMKYVI XLEX SJshowcasing XLI VIWTSRHIRXW EGGITX XLEX criteria, or on the off chance that it did not provide anticipated comes about. It can be watched from GSQTYXIVM^IHTVSQSXMRKXIGLRMUYIWGSRZI]IHGSQIWEFSYXXLEX[IVIERXMGMTEXIH[LIVIEW the figure 2 that 36.7% of the respondents accept that computerized promoting techniques conveyed SJQIQFIVWWIIVSSQJSVEHZERGIQIRXEWXLIGSQIWEFSYXGSRZI]IHHMHRSXQIIX comes about that were anticipated, whereas 56.7% of members see room for advancement as the comes GVMXIVMEXSXEPP] about conveyed did not meet criteria totally. *MKYVI-QTEGXSJHMKMXEPQEVOIXMRKSRFYWMRIWWWYGGIWW Figure 1. Impact of digital marketing on business success %WMX[IVIX[SVIWTSRHIRXWGSRWMHIVGSQIWEFSYXGSRZI]IHF]I\IGYXMRKEHZERGIH As it were two respondents consider comes about conveyed by executing advanced promoting TVSQSXMRKQIXLSHSPSKMIWXSFIRSXKVIEXWYJJMGMIRXRSXEWERXMGMTEXIH methodologies to be not great sufficient, not as anticipated.

*MKYVI-QTEGXSJHMKMXEPQEVOIXMRKSRFYWMRIWWWYGGIWW %WMX[IVIX[SVIWTSRHIRXWGSRWMHIVGSQIWEFSYXGSRZI]IHF]I\IGYXMRKEHZERGIH Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 TVSQSXMRKQIXLSHSPSKMIWXSFIRSXKVIEXWYJJMGMIRXRSXEWERXMGMTEXIH 77 Figure*MKYVI%REP]^MRKXLISYXGSQIWTVSHYGIHF]YXMPM^MRKHMKMXEPQEVOIXMRKXEGXMGW 2. Analyzing the outcomes produced by utilizing digital marketing tactics %XPSRKPEWXVIWTSRHIRXW[IVIVIUYMVIHXSGLSSWISRXLISJJGLERGIXLEXXLI]JEZSV GSRZIRXMSREPWLS[GEWMRKWXVEXIKMIWXSGSQTYXIVM^IHTVSQSXMRKWXVEXIKMIWERHMRXLEXGEWI At long last, respondents were required to choose on the off chance that they favor conventional showcasing strategies to computerized promoting strategies, and in that case, they were inquired to XLI][IVIMRUYMVIHXSGPEVMJ]XLIMVGLSMGI%WGERFIJEQSYWJVSQXLIJMKYVIQIQFIVW clarify their choice. As can be famous from the figure 3, 4 members incline toward advanced showcasing MRGPMRIXS[EVHEHZERGIHWLS[GEWMRKWXVEXIKMIWXSGSRZIRXMSREPTVSQSXMRKWXVEXIKMIWERH strategies to conventional promoting strategies, and 7 of them favor conventional promoting strategies. SJXLIQJEZSVGSRZIRXMSREPTVSQSXMRKWXVEXIKMIW,IVIEVIEJI[SJXLIGPEVMJMGEXMSRXS[L] Here are a few of the clarification to why certain members lean toward conventional showcasing GIVXEMRQIQFIVWPIERXS[EVHGSRZIRXMSREPWLS[GEWMRKQIXLSHW methods: • “Because my target demographic isn't very webWEZZ]EXXLIQSQIRX-VIP]QSVI •“Because my target demographic isn't very web-savvy at the moment, I rely more on the personal SRXLITIVWSREPGSRXEGXW- ZIHIZIPSTIHXLVSYKLSYXQ]XMQIMRXLIMRHYWXV] contacts I've developed throughout my time in the industry." • %HZERGIHQEVOIXMRKMWQSVIGSRJYWMRK •"Advanced marketing is more confusing," • &IGEYWIXLSWIOMRHSJHMWTPE]MRKQEOIQIQSVIVIGSKRM^EFPIQIXLSHW •"Because those kind of displaying make me more recognizable." methods Figure 3. Respondent distribution based on their marketing preferences *MKYVI6IWTSRHIRXHMWXVMFYXMSRFEWIHSRXLIMVQEVOIXMRKTVIJIVIRGIW 8S GSRGPYHI QSWX SJ XLI QIQFIVW XLMRO XLEX I\IGYXMRK GSQTYXIVM^IH WLS[GEWMRK procedures in their companies’ is a vital figure for commerce victory. Also, most of them

Volume 1, Issue 1 78 April 2024 Management and Future Technologies journal.umft.uz To conclude, most of the members think that executing computerized showcasing procedures in their companies’ is a vital figure for commerce victory. Also, most of them lean toward advanced showcasing strategies to conventional showcasing strategies, which is in understanding with the desires since we live in an advanced time. At long last, members accept there's more room for advance as the lion's share feels that computerized promoting did not in full meet their expectations. It was exceptionally curiously to know what was the foremost successful advanced promoting channels. In this portion of the study, respondents were inquired to analyze which of the advanced promoting channels are most compelling for their companies. To begin with of all, they were required to choose which of the taking after computerized showcasing channels their companies utilize (figure 4). Social media showcasing is utilized in 80% of the companies taking an interest in this investigate. Following most noteworthy spoken to advanced showcasing channel is mail showcasing, with 43.3% YXMPM^IHF] utilizing it in theirSJXLIGSQTERMIW[LIVIEW7)3ERHWYFWXERGIWLS[GEWMRKEVIWTSOIRXS promoting procedure. Paid-per-click publicizing is utilized by 33.3% of the MREWMX[IVI SJXLIGSQTERMIW companies, whereas SEO and substance showcasing are spoken to in as it were 26.7% of the companies. Figure 4. *MKYVI(MKMXEPQEVOIXMRKGLERRIPW Digital marketing channels’ prevalenceTVIZEPIRGIMRVIWTSRHIRXW in respondents’ employers IQTPS]IVW Besides, members were required to uncover which computerized promoting channel had the greatest effect on&IWMHIWQIQFIVW[IVIVIUYMVIHXSYRGSZIV[LMGLGSQTYXIVM^IHTVSQSXMRKGLERRIP their companies’ deal. From the figure 5, it can be watched that 56.7% of the companies, state had the greatest effect onhas their From the20% figure it can be [EXGLIHXLEX that social media promoting thecompanies’ greatest effectdeal. on their deals. that5,SEO is driving their deals SJXLIGSQTERMIWWXEXIXLEXWSGMEPQIHMETVSQSXMRKLEWXLIKVIEXIWXIJJIGXSRXLIMV the foremost. 16.7% of them state that mail marketing improves their deals the foremost, whereas as it were twocompanies recognize PPC as having the greatest effect on their deals. HIEPW XLEX 7)3 MW HVMZMRK XLIMV HIEPW XLI JSVIQSWX SJ XLIQ WXEXI XLEX QEMP QEVOIXMRKMQTVSZIWXLIMVHIEPWXLIJSVIQSWX[LIVIEWEWMX[IVIX[SGSQTERMIWVIGSKRM^I 44'EWLEZMRKXLIKVIEXIWXIJJIGXSRXLIMVHIEPW

SJXLIGSQTERMIWWXEXIXLEXWSGMEPQIHMETVSQSXMRKLEWXLIKVIEXIWXIJJIGXSRXLIMV HIEPW XLEX 7)3 MW HVMZMRK XLIMV HIEPW XLI JSVIQSWX SJ XLIQ WXEXI XLEX QEMP QEVOIXMRKMQTVSZIWXLIMVHIEPWXLIJSVIQSWX[LIVIEWEWMX[IVIX[SGSQTERMIWVIGSKRM^I Management and Future Technologies journal.umft.uz April 2024 Volume 1, Issue 1 44'EWLEZMRKXLIKVIEXIWXIJJIGXSRXLIMVHIEPW 79 %RSXLIV EW XLI WMXI QE] FI ER I\GITXMSREPP] GVMXMGEP GSQTSRIRX SJ GSQTYXIVM^IH TVSQSXMRK QIQFIVW [IVI MRUYMVIH XS GLSSWI X[S LMKLPMKLXW SJ XLIMV [IFWMXIW XLEX XLI] GSRWMHIV XS FI XLI JSVIQSWX GVMXMGEP JMKYVI MR TVSTIPPMRK XLI GPMIRXW XS TYVGLEWI XLI *MKYVI8LIQSWXIJJIGXMZIHMKMXEPQEVOIXMRKGLERRIPJSVMRGVIEWMRKVIZIRYIJSV TVSHYGXWWIVZMGI XLEX XLI GSQTER] MW EHZIVXMWMRK *MKYVI 1ENSVMX] SJ XLIQ Figure 5. The most effective digital marketing channel for increasing revenue for businesses FYWMRIWWIW EGGITX XLEX IEWI SJ VSYXI SJ [IF WMXI MW XLI JSVIQSWX MQTIVEXMZI LMKLPMKLX ERH SJ Another, as the site may be an exceptionally component of computerized promoting, XLIQ XLMRO XLEX MX MW OI] XS LEZI GPIEV ERHcritical WXVEMKLXJSV[EVH MXIQ HEXE MRGPYHIH SR XLIMV members were inquired to choose two highlights of their websites that they consider to be the foremost [IFWMXIW EVI TIVWYEHIH VIPEXMZIthe ERH HIJMRMXMZI WYFWXERGI SR XLIMV critical figure in propelling the clientsXLEX to purchase products/service that the company is[IFWMXIW advertisingMW TMZSXEP [LIVIEW SJ (66.7%) XLIQ EGGITX XLEX MX MW QSWXofMQTSVXERX XS foremost LEZI WSGMEP QIHME (Figure 6). Majority of them accept that ease of route web site is the imperative GSSVHMREXIWSRXLIMV[IFWMXIW highlight and 53.3% of them think that it XLMROXLEXWMXITPERMWSJWMKRMJMGERXWMKRMJMGERGIERH is key to have clear and straightforward item data included on their websites. 33.3% XLEZI[IFWMXIW are persuaded that relative and definitive substance on their websites is pivotal, XLVIIGSQTERMIWHSR whereas%X 20% of them accept that it[IVI is most important have social media coordinates on theirTVSQSXMRK websites. PEWX VIWTSRHIRXW MRUYMVIH XStoGLSSWI X[S TVMQEV] EHZERGIH 16.7% think that site plan is of significant significance, and three companies don't have websites. SFNIGXMZIWSJXLIMVGSQTERMIW JMKYVI SJXLIQWXEXIMRGVIQIRXMRHIEPWMRGSQIEW last, respondents were inquiredSFNIGXMZI to choose SJ twoXLIMV primary advanced promoting objectives their XLIAt QSWX EHZERGIH WLS[GEWMRK GSQTER] [LIVIEW LEPJ SJ XLIQofEGGITX companies (figure 7). 63.3% of them state increment in deals income as the most advanced showcasing XLEXFVERHQMRHJYPRIWWMWXLIQSWXSFNIGXMZISJXLIMVEHZERGIHTVSQSXMRKXIGLRMUYI objective of their company, whereas half of them accept that brand mindfulness is the mostWXEXIXLEX objective SJXLIVIWTSRHIRXWVIGSKRM^IMRGVIQIRXMRPIEHIVEEWXLIOI]SFNIGXMZI[LMPI of their advanced promoting technique. 40% of the respondents recognize increment in lead era as TVSKVIWWMRKGPMIRXMRZSPZIQIRXMWXLIJSVIQSWXGVMXMGEPSFNIGXMZI the key objective while 26% state that progressing client involvement is the foremost critical objective. *MKYVI*IEXYVIWSJ[IFWMXIWXLEXIRGSYVEKIGSRWYQIVWXSFY] Figure 6. Features of websites that encourage consumers to buy %WMX[IVI GLSWIRMRGVIQIRXMRWMXIEGXMZMX]EWEHZERGIHWLS[GEWMRKSFNIGXMZI ERH TMGOIHIRLERGIQIRXMRMRJSVQEXMSRUYEPMX]

Volume 1, Issue 1 80 April 2024 Management and Future Technologies journal.umft.uz As it were 13.3% chosen increment in site activity as advanced showcasing objective and 10% picked enhancement in information quality. *MKYVI8LIQSWXGVYGMEPSFNIGXMZIWJSVHMKMXEPQEVOIXMRK Figure 7. The most crucial objectives for digital marketing 'SRGPYWMSR Conclusion %JXIV EREP]^MRK XLMW FYRGL SJ ERW[IVW MX GER FI GSRGPYHIH XLEX WSGMEP QIHME After analyzing this bunch of answers, it can be concluded that social media promoting is the TVSQSXMRK MW XLI JSVIQSWX WTSOIRchannel XS EHZERGIH WLS[GEWMRK 9^FIOMWXER foremost spoken to advanced showcasing in Uzbekistan companies,GLERRIP and what MR is more, social GSQTERMIW ERH [LEX MW QSVI WSGMEP QIHME TVSQSXMRK LEW XLI KVIEXIWX IJJIGX SR media promoting has the greatest effect on deals, taken after by SEO and mail promoting. At longHIEPW last, XEOIREJXIVF]7)3ERHQEMPTVSQSXMRK%XPSRKPEWXQSWXSJXLIVIWTSRHIRXWEGGITXXLEX most of the respondents accept that for the site to be effective, it is imperative that the site is simple to utilize and get it, to be straightforward and offer clear product/service data. JSVXLIWMXIXSFIIJJIGXMZIMXMWMQTIVEXMZIXLEXXLIWMXIMWWMQTPIXSYXMPM^IERHKIXMXXSFI WXVEMKLXJSV[EVHERHSJJIVGPIEVTVSHYGXWIVZMGIHEXE 6IJIVIRGIW (IGVIISJXLI4VIWMHIRXSJXLI6ITYFPMGSJ9^FIOMWXERHEXIH*IFVYEV]2S 4* 2I[ (IZIPSTQIRX 7XVEXIK] SJ 9^FIOMWXER JSV 8EWLOIRX GMX] 4VIWMHIRXMEP (IGVII SJ XLI 6ITYFPMG SJ 9^FIOMWXER SJ .ERYEV] 2S 94 m%FSYX XLI 7XVEXIK] SJ HIZIPSTQIRX JSV RI[ 9^FIOMWXER JSV – | LXXTWPI\Y^VYHSGW %WLIEdmunds, S. (2017): ‘The disadvantages of traditional advertising’ LXXTWELVIJWGSQFPSKLS[PSRKHSIWMXXEOIXSVERO Weber, C. (2018): ‘What are the Disadvantages of Digital Marketing?’ 'SRXIRX1EVOIXMRK-RWXMXYXI 5YMGO7TVSYX Alexander, L. (2020): ‘The who, what, why & how of digital marketing’ Cyber Planet (2019): ‘Top disadvantages of digital marketing’ Abdulakhatov M. M, “The main impacts of digital transformation on small to