DYNAMIC PRICING – A PROGRESSIVE TREND IN DIGITAL MARKETING

The article summarizes the theoretical foundations of dynamic pricing as a progressive trend in digital marketing. It is highlighted that the relationship between sellers and buyers is changing rapidly and fundamentally, that dynamic pricing is becoming competitively necessary, as it provides an opportunity to discretely measure personalized demand. It is noted that dynamic pricing allows you to increase profitability and the number of customers without significant investments. It has been established that digital technologies make it possible to obtain additional profit due to permanent price changes based on special software. It said that dynamic pricing allows for real-time measurement, adjustment and charging based on the value of products to each individual customer. The structure of stable and dynamic prices is considered. The fundamental advantages of dynamic pricing over classical pricing are highlighted. A SWOT analysis of the dynamic pricing method was conducted to determine the conditions and prospects for its use in digital marketing. It is indicated that the key element is an algorithm that dynamically sets prices depending on the value that each individual buyer feels in a certain place, period of time, case. It is substantiated that dynamic pricing expands the idea of price optimization and revenue management, contributes to the creation of a «win-win» situation, provides enterprises with constant market expansion and profit growth, and clients with a steadily growing value surplus. The specific features of the dynamic pricing method and the principles of implementing the dynamic pricing model into the activities of enterprises are highlighted: the presence of technological capabilities, information systems with artificial intelligence, which are capable of forming personalized price offers in real time; formation of the client base of enterprises based on the collection and protection of consumer data flows; formation of clients' beliefs that the transfer of their personal data to enterprises is beneficial based on an understanding of future personal benefits; formation of customers' beliefs that the personalized price established on the basis of a dynamic model is fair.