Regional marketing as a tool to overcome the digital divide in the Krasnodar Region

¹ Saint Petersburg State University, 13B Universitetskaya Emb, St. Petersburg 199034, Russia
² Kuban State University, Krasnodar 350040, Russia
³ Computer and Information Sciences Department, Povolzhskiy State University of Telecommunications and Informatics, Samara 443010, Russia
⁴ Department of Criminalistics, Kuban State Agrarian University, Krasnodar 350044, Russia
⁵ Department of Logistics and Marketing, Financial University under the Government of the Russian Federation, Moscow 125993, Russia

^* Corresponding author: alzolkin@list.ru

Abstract

The article examines the state of digital divide in the Krasnodar Region in advanced and lagging cities. The authors have selected the most relevant areas where the introduction of digital technologies is of the first priority: state and municipal administration, the banking sector, the personnel market and others. The problems of their digitalization are identified. Recommendations for the use of regional marketing as a tool to overcome the digital divide have been developed. Regional administrations, business leaders and opinion leaders shall develop digital demand, form the population’s skills and competencies in the effective use of the Internet, improve the quality of human capital and a creative innovative environment, primarily by promoting existing projects, courses, various training programs to improve digital literacy, digitalization of business structures, increase the demand for infocommunication technologies. Digital technologies have become a significant factor in the overall perceived quality of the urban environment. They are becoming one of the key instruments for the competition of cities and regions on the national and global markets of human capital, helping to attract, develop and retain successful, ambitious, innovative people, those who are able to give a new impetus to regional socio-economic development.