The Digital Approach to Managing Region’s Marketing Activities for Accelerating Its Growth and Development

Abstract

Purpose: The purpose of the paper consists in developing a concept of the digital approach to managing region’s marketing activities for acceleration of its growth and development and in substantiating the expedience of its application by the example of modern Russia’s regional economy. Design/methodology/approach: The author uses regression analysis for determining the contribution of each direction of place marketing – namely, regulation of socio-economic position, attraction of investments into region’s development, stimulation for innovative development of a region, and protection of region’s environment – into provision of competitiveness as the most important manifestation of region’s growth and development in the conditions of the market economy. The research objects are top 10 regions of Russia in the competitiveness ranking for 2019. Findings: It is substantiated by the example of modern Russia that there’s a necessity for the digital approach to managing region’s marketing activities for acceleration of its growth and development. The arguments in favor of the offered hypothesis include technological barriers on the path of determination of the social and ecological problems of the regions, its needs for innovations, conduct of monitoring of the economic activities in the regions, and communications between regional authorities and interested parties. Originality/value: As a result of practical implementation of the offered digital approach to managing region’s marketing activities for acceleration of its growth and development, it is offered to reduce the gap between regional authorities and interested parties by using simplified communications based on digital technologies. Secondly, it is recommended to increase social justice in the region. Thirdly, to accelerate diffusion of innovations in the region and use the program-oriented investment and innovative activities in the region. Fourthly, to improve the state of the environment in the region. The systemic result will consist in increase of region’s competitiveness and acceleration of its growth and development in the long-term.