The Power of Problem Solving in Digital Marketing: A Case Analysis of Kazakhstan Market

Introduction

In the last decade and a half, the world has witnessed an extensive digital transformation in a fast-paced manner, including businesses looking for new methods to differentiate themselves from the competition and engage their target market customers. In the developing world of technology, innovation, and development, every entrepreneur in services and products needs to comply with current trends. For an entrepreneur to stay afloat in the modern world and run a successful business, an exceptional approach to marketing is necessary. The main catch is that in a world where marketing is reaching a new level, the marketing industry in Kazakhstan has been standing still for many years. The research focuses on the fact that in Kazakhstan, local entrepreneurs use the social network Instagram to advertise and sell products/services. Instagram is the most popular network in Kazakhstan. More than 54% of Kazakh citizens are registered on this social network. Understandably, Instagram is easy and accessible, and there is also a messenger for easy contact and communication. Most entrepreneurs and businesses in Kazakhstan use the same convenience of the social network, which is also convenient for potential customers. The main point is that all businesses/entrepreneurs have intensely concentrated on Instagram and TikTok as platforms for promoting their products or services and selling, forgetting, and not considering other platforms. The primary purpose of the resource is to tell about alternative platforms and platforms for promoting and selling products in addition to Instagram. It is also necessary to talk about the advantages of switching from Instagram to alternative platforms, the strengths of new platforms, and the opportunities an entrepreneur will receive from switching to these promotional platforms. An important point is to prove to Kazakhstani entrepreneurs that you should not focus only on Instagram, with the presence of alternatives that are just as convenient and effective. For Kazakhstan to develop in the marketing field and move to a new level, it is necessary to expand the boundaries of digital marketing. The right choice of marketing strategy, in our case, the transition to new alternative platforms, is a critical moment in the development of Kazakhstan in the field of digital marketing. Kazakhstani entrepreneurs have narrowed their range of marketing channels. They concentrated on Instagram and TikTok, completely ignoring new opportunities for their promotion and marketing. The benefits of digital marketing and the algorithm of development and implementation of digital marketing strategy by domestic enterprises are discussed extensively in the research initiated by the academician Yurchuk (2021). Moreover, social networks promote not only small and medium-sized businesses. But also large enterprises. More than half of the companies operating on Instagram or TikTok do not have websites. Given this, it can be concluded that they consider social networks to be more user-friendly and effective but forget that the presence of a website increases the client's trust in business. In general, CIS entrepreneurs have a common opinion that creating sites is expensive, inefficient, and time-consuming. However, in today's world, where new technologies and innovations are moving forward, the creation and use of websites have reached a new level. Thanks to Shopify, the site can be made in ten steps and will be functional and easy to use. However, the problem is that it is easier for entrepreneurs in Kazakhstan to ignore innovations and continue to work through social networks. Undoubtedly, digital marketing offers pragmatic solutions to many businesses in different parts of the world, including Kazakhstan. Digital marketing confidently supports planning the digital promotion of a business by combining established conventional promotional practices with novel use of digital models and digital tools (Chaffey & Smith, 2022). The purpose of this study is to convey to entrepreneurs that creating websites is not as difficult as it seems.