ЦИФРОВИЙ МАРКЕТИНГ: ОСОБЛИВОСТІ, ІНСТРУМЕНТИ, ТЕНДЕНЦІЇ РОЗВИТКУ В СУЧАСНОМУ СВІТІ
In modern conditions of information society development and globalization, means and directions of influence on existing and potential consumers change exceptionally quickly. One of the most effective and successful tools for influencing the company's target audience is digital marketing technologies, which can collect objective information about target market segments and monitor the effectiveness of products, brands, and the company as a whole. The introduction of digital technologies increases the efficiency of communication with the target audience and significantly increases the level of conversion. Today, in the context of the intensification of the crisis phenomena in the world economy caused by the pandemic, enterprises face the task of finding a more optimal interaction between the various digital marketing tools. This will increase the efficiency of both marketing and business activities in general. Therefore, there is an urgent need for a comprehensive analysis of digital marketing tools. The peculiarities of their use in the marketing activities of enterprises and new trends that have developed in recent years become especially relevant.
The article is devoted to analyzing theoretical bases, features and tendencies of the development of digital marketing. First, the essence and tools of digital marketing are studied, and their definitions are given. Then, the tasks solved by digital marketing, the channels it uses to increase the efficiency of marketing activities of enterprises are outlined. Emphasis is placed on those digital marketing tools that have begun to be actively implemented in the marketing activities of enterprises in the context of the crisis in the world economy caused by the pandemic of recent years.