dtЦифровая трансформацияDigital Transformation2522-96132524-2822Educational Establishment “Belarusian State University of Informatics and Radioelectronics”10.35596/1729-7648-2025-31-4-38-46dt-970Research ArticleЭКОНОМИЧЕСКИЕ НАУКИ, ОБРАЗОВАНИЕECONOMIC SCIENCES, EDUCATIONОт трафика к ценности: как мобильный маркетинг преображает экосистему цифровой торговлиFrom Flow to Value: How Mobile Marketing is Reshaping the Digital Trade EcosystemДеревягоИ. П.DzeraviahaI.

Минск

Dzeraviaha I., Cand. Sci. (Econ.), Professor, Professor at the Department of Financial Control, Analysis and Audit

Minsk

ЧжанЮйтинZhangYuting

Минск

Zhang Yuting, Postgraduate at the Department of Banking Business and Financial Technologies

Minsk

СунЧжэниSongZhengyi

Минск

Song Zhengyi, Postgraduate at the Department of Analytical Economics and Econometrics

220030, Minsk, Karla Marksa St., 31

Tel.: +375 29 291-75-25

Белорусский государственный университетBelarusian State University2025231220253143846Copyright © Деревяго И.П., Чжан Ю., Сун Ч., 20252025Деревяго И.П., Чжан Ю., Сун Ч.Dzeraviaha I., Zhang Y., Song Z.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://dt.bsuir.by/jour/article/view/970

С ускоренным развитием глобальной цифровой экономики цифровая торговля становится все более важной частью мировой торговли. Одновременно с этим широкое распространение мобильного интернета и технологический прогресс создают беспрецедентные маркетинговые каналы и сценарии для осуществления сделок. Мобильный маркетинг играет важную роль не только в традиционной электронной коммерции, но и постепенно становится ключевым фактором, способствующим трансформации экосистемы цифровой торговли. В статье показано, как мобильный маркетинг перестраивает пути вовлечения пользователей, механизмы конверсии, логику сделок и отношения с брендом, оказывая тем самым глубокое влияние на модели развития и направления цифровой торговли.

With the accelerated development of the global digital economy, digital commerce is becoming an increasingly important part of global trade. At the same time, widespread mobile internet penetration and technological advances are creating unprecedented marketing channels and transaction scenarios. Mobile marketing plays a significant role not only in traditional e-commerce but is also gradually becoming a key factor in the transformation of the digital commerce ecosystem. This article demonstrates how mobile marketing is reshaping user engagement paths, conversion mechanisms, transaction logic, and brand relationships, thereby profoundly influencing the development models and trends of digital commerce.

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The authors declare that there are no conflicts of interest present.