IDENTIFYING THE NEEDS OF DIGITAL PLATFORM USERS AS A BASIS FOR DEVELOPING A MARKETING STRATEGY USING THE EXAMPLE OF THE DIGITAL ZOO PLATFORM

The article discusses the formation of a marketing strategy through digital tools. Special attention is paid to the specifics of the platform business model, where marketing activities are based on the creation, support, and development of an ecosystem that includes many participants with different interests and roles.

The purpose of this work is to identify the needs of users of the Digital Zoo platform, taking into account current trends, in order to develop a marketing strategy for promoting the platform. The article highlights the need for a detailed analysis of the target audience. It has been demonstrated that by identifying key consumer segments, it is possible to develop personalized marketing solutions for users of a digital platform.

The methods used include consumer segmentation, which resulted in the platform offering digital content tailored to individuals, corporate clients, and organizations. The Jobs-to-be-Done (JTBD) methodology allows for the analysis of audience needs that users seek to address through a product or service. JTBD focuses on identifying the underlying motivations of customers and helps in developing a more precise marketing strategy. The authors of the article concluded that by analyzing each user group, it is possible to identify their key objectives and propose appropriate solutions that can be implemented through the platform's functionality.

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