Тенденції розвитку цифрового маркетингу в сучасних умовах господарювання
Trends in the development of digital marketing in modern business conditions

Summary/Abstract: Relevance of the research topic. Marketing methods of market research have evolved along with changes in the way consumers obtain information. Radio advertising, television advertising, with the advent of the Internet, lost their relevance. Quarantine restrictions caused by the COVID-19 pandemic became an important factor that further expanded the scope of digital marketing. Although television remains the primary advertising medium for many companies, studies have shown that digital marketing is the most effective form of marketing and allows companies to reach a global audience on the Internet.Digital technologies have become an integral part of modern life human, adigital marketing is one of the main driving forces of business in the XXI century. Formulation of the problem. As research shows, most potential consumers use smartphones and are interested in products before buying them on the Internet. With digital marketing, companies can tailor data to target audiences based on factors such as gender, age, location, interests, and education. Companies can also retarget potential customers who are already familiar with their brand using different methods and messages for each audience. Therefore, classic advertising and methods of product promotion with its help are no longer of decisive importance for companies. Selection of unexplored parts of the general problem. Nowthe marketing industry is going through a period of adaptation of traditional information and advertising methods of conducting business to digital ones. However, not all organizations and companies have adopted modern sales promotion technologies and adapted to digital marketing. Such a situation requires additional research to create the latest digital marketing strategies and analyze the organization's marketing environment. Setting the task, the goal of the research. The purpose of the research is to analyze trends in the development of digital marketing and channelswhich should be used by modern business to achieve sustainable results. Research method or methodology. The research is based on the principles of a systematic approach to the study of digital marketing trends, the work of domestic and foreign scientists in this field. To achieve the objectives, the following methods were used: logical, statistical, method of comparison and observation. Presenting main material. At the current stage of development, people's consciousness and lifestyle have undergone significant changes under the influence of informational and socio-cultural factors. To promote a product or brand, it is no longer enough to use conventional marketing methods, such as advertising and promotions, because they do not affect consumer awareness and usually do not bring the desired effect. Marketing activity in the modern world is based on the concept of integrated marketing communications. This concept involves the planning of marketing communications, which requires an assessment of the role of each of its elements (advertising, PR, personal selling, promotions, exhibitions, packaging, direct marketing, etc.) The effective impact of corporate communications programs on brand promotion [1]. Field of application of results. The results of the research can be used by marketers in the study of modern trends in the development of digital marketing, the search for the most effective technologies, with the aim of implementing them to increase the competitiveness and efficiency of business. Conclusions according to the article. ANDintensive development and use of digital information and communication technologies in the modern globalized information society has led to the active implementation of digital marketing in business activities. The use of digital marketing tools and methods by businesses significantly affects the behavior of the target audience, activates loyalty programs, helps to strengthen the image, achieve the planned marketing goals, the competitive position of the business and, in general, increase the efficiency of business activities. And these trends will only intensify.

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