Vol. 53 No. 4 (2025): Published December 30, 2025
DOI https://doi.org/10.18799/26584956/2025/4/2051
Global trends in marketing and sales: comparative analysis by countries
Digital transformation has radically changed marketing and sales practices, shifting the focus towards data, platforms, and customer experience management. Relevance. Need to systematize global and Russian trends in digital marketing, identify the patterns of their development, and define practical guidelines for companies. Aim. To conduct a comparative analysis of global and national trajectories based on international statistical data and a literature review. Methodology. Includes two directions: analysis of digital marketing trends in Russia based on academic and industry publications, compared with global practices, cross-country comparative analysis of official statistics from OECD, Eurostat, UNCTAD, and IAB for 2015–2024. The paper examines three groups of indicators: the share of e-commerce in retail sales, expenditures on digital advertising, and the proportion of enterprises using social networks. For interpretation, the study applies approaches from institutional economics and digital transformation theory. Results. Digitalization is a global process affecting key markets. The United States leads in digital advertising expenditures, China in the share of e-commerce, and Europe in the level of enterprises social media involvement. The Russian market follows these global trends but shows accelerated “marketplaceization,” a sharp redistribution of the media mix in favor of Telegram and VKontakte, and institutional specificities associated with regulation and import substitution. The article concludes that companies should consider both universal patterns of digital marketing (the growing role of data, multimedia, and omnichannel strategies) and the local specifics of national markets. The practical significance of the study lies in providing evidence-based support for strategic planning, while the scientific value is in systematizing cross-country dynamics of digital indicators.
Keywords:
digital marketing, e-commerce, social networks, marketplaces, digital advertising, international comparison, Russia, digital marketing, e-commerce, social networks, marketplaces, digital advertising, international comparison, Russia
References:
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