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0TRENDS IN DIGITAL MARKETING IN UZBEKISTAN
Yahyokhanov N.B.
Samarkand institute of economics and services Associate Professor of department of Marketing, PhD
e-mail: niyozxon93@bk.ru Phone: +998993119338
Abstract: the article examines the use of digital marketing in Uzbekistan and analyzes investments in the media market and advertising. The prospects of using digital marketing are also covered.
Keywords: digital marketing, media market, electronic government, digital technologies, digital segment, target.
Аннотация: в статье рассматривается использование цифрового маркетинга в Узбекистане и анализируются инвестиции в медиарынок и рекламу. Также освещены перспективы использования цифрового маркетинга.
Ключевые слова: цифровой маркетинг, медиарынок, электронное правительство, цифровые технологии, цифровой сегмент, цель.
Annotatsiya: maqolada O'zbekistonda raqamli marketingdan foydalanish holati o'rganilgan hamda media bozor va reklamaga qilinayotgan investitsiyalar tahlil etilgan. Shuningdek, raqamli marketingdan foydalanish istiqbollari yoritilgan.
Kalit so'zlar: raqamli marketing, media bozor, elektron hukumat, raqamli texnologiyalar, raqamli segment, target.
The research of the World Bank concluded that digitization efforts in Uzbekistan should have started ten years ago. While the share of the digital economy in Uzbekistan's GDP is around 2.2%, it is 16-35% in developed countries. The number of innovative enterprises in Uzbekistan made up 5% of the total number of enterprises, and in the countries of the European Union, this figure is equal to 60%Л
Digital changes depend on the state of the country in the field of information and communication technologies, and it is possible to analyze the digital infrastructure from a number of its indicators, namely:
- to the share of the digital economy in GDP;
- to the volume of investments made in the field of information and communication technologies;
- Internet speed, covering the territory of the country, the number of people connected to the Internet;
- to the development of electronic commerce;
- it depends on personnel policy and personnel potential in the field of information and communication technologies.
1 Кутбиддинов Ю. Узбекистан оцифровывается // Экономическое обозрение. - №10 (238), - 2019. https://review.uz/post/uzbekistan-otsifroviyvaetsya
At the same time, in the business environment, it is necessary to form the issue of digital management in the activities of enterprises, attracting consumers through digital technologies, using digital markets, and similar views.
Most of the marketing activities carried out by entrepreneurs in the digital environment are focused on promotion, in particular, investments in advertising make up the majority of the costs of implementing digital marketing technologies. At this point, the results of the analysis conducted in the digital environment by the Wunder Digital international agency can be presented. Wunder Digital2 is an international analysis agency that entered Uzbekistan in 2011, and its main activity is focused on studying the digital market. Today, the international agency with more than 200 clients provides a number of services in Uzbekistan, such as Freedom Finance, Hamkorbank, Asakabank, Sanoat Qurilish Bank, Infin Bank, Korzinka.uz, Click, Ticket.uz, Rabota.uz, Servier working with suppliers.
As a result of the analysis conducted by the international agency, it is noted that the volume of investment in the media market and advertising has increased significantly in Kazakhstan (110%) and Uzbekistan (119%) (Figure 1).
147 42 163,80
114,99
37 19 73,83 50,95 83,90 62,90 59,93
■ 62,90 I
2020 2021 2022
O'zbekiston Qozog'iston Belarus
Figure 1. Indicators of the media market of Uzbekistan compared to the media
market of other countries, mln. USD.3
In this case, the decrease in spending on traditional advertising means, i.e. publishing, outdoor advertising, and radio, is due to the increase in advertising spending in the digital segment (media, search, and target advertising), i.e., by the end of 2022. according to TV - 66% of advertising investments in Uzbekistan; Internet -16%; outdoor advertising - 15%; radio - 3%.
According to the distribution of Internet users by age, more than 50% of the audience in Kazakhstan and Uzbekistan is under the age of 35. Among the age segments of Internet users in our country, the share of the population under the age of 35 is 61%; The share of the population aged 35 to 44 years is 19%; The share of the population aged 45 to 54 years is 13%, and the remaining share is over 55 years old.
65% of the traffic consumption of the population of Uzbekistan is mobile traffic, and the remaining 35% is desktop traffic (personal computers). Google (86%) and Yandex (10%) have a high share of the indicators of the use of search systems by the population of Uzbekistan.
2 https://wunder-digital.uz/wp-content/uploads/2022/12/Wunder-Digital-Uzbekistan Credentials-2022.pdf
3 https://wunder-digital.uz
When studying the interest of the residents of Uzbekistan in local sites, it is worth noting that yandex.uz has 8124 thousand visitors per month, kun.uz 7816 thousand per month and olx.uz 7697 thousand visitors per month (number of views).
At the same time, it can be seen in the analysis of the international agency that the number of social network users is increasing, and the number of registered Instagram users in the Uzbek digital market is about 5 million (Figure 3).
Figure 3. By the end of 2022, the structure of the age segment of the Uzbek audience on the Instagram social network 4
Along with Instagram, popular social networks in Uzbekistan include Odnoklassniki and VKontakte (with 2.37 million accounts), and Telegram from messengers.
According to the results of the analysis, the increasing number of users in the digital environment, including gender equality in it, the large number of users of the search engine justify the need for entrepreneurs to pay attention to this area.
Also, our government assigned the urgent tasks of providing the necessary infrastructure to gradually increase the share of digital services, and sharply expanding the coverage of quality communication and Internet services, as well as the scope of using the services of the "Electronic Government" system.
Most of the companies operating in the service sector do not have a complete picture of the potential of digital technologies, that is, they treat websites and other platforms as simple marketing tools aimed at increasing sales volume, and the Internet environment is limited to attracting consumers. , they conclude.
A number of factors can be cited as the main priority for entrepreneurs to use digital marketing technologies in their activities. Among them are the foundations of digital technologies, concepts and approaches related to consumer behavior.
That is:
- Providing ROI. This year, the use of social networks is recognized as an optimal channel in order to reduce the impact of the pandemic and compensate for the damage caused. Through this, there is not only long-term loyalty, but also a policy of shaping
4 Compiled by the author as a result of research.
the online customer experience through new visions, approaches and technological formats;
- moving brands through social communication. That is, brands consider the Internet environment to be convenient only for selling, in fact, brands that organize communication with their consumers in the Internet environment show a positive result compared to the rest;
- criteria in social networks. The year 2020 has made digital marketing more perfect in its tasks and proved that it is necessary to apply digital demographic segmentation of customers beyond age and views (stereotypes);
- working with personal aspects of consumers. In this, it was determined that effective communication can be established after clarifying the unique aspects of consumers through digital technologies;
- it is right for brands to communicate with live communication and not through social digital platforms. That is, the Internet environment only provides relevant information to consumers, proving that it is more effective for brands to communicate with consumers live.
The main opportunity of the digital environment for the service industry is to make quick service decisions, optimize the service process, and prevent unnecessary jobs. As a result of this, it is possible to increase the volume of service in the activities of service providers, establish and strengthen cooperative relations in the business environment, control quality and achieve high efficiency.
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