DIGITAL TRANSFORMATION OF MARKETING: A THEORETICAL AND METHODOLOGICAL ANALYSIS OF NEW APPROACHES AND DEVELOPMENT PROSPECTS
Анотація
Digital marketing is a modern concept of strategic management based on digital communication channels and ICT to achieve measurable results in consumer interaction. The article analyzes current trends in digital marketing shaped by the digital transformation of the economy and characterizes its key tools. The most common instruments include SEO, content marketing, event marketing, viral promotion, specialized software, and other digital technologies. Particular attention is paid to event marketing as a tool for building a positive brand image. The study identifies main trends in digital marketing development, including gamification, AI, voice search, chat-bots, and the «zero-click search» concept. Special emphasis is placed on affiliate marketing based on collaboration between advertisers and partners. The paper identifies promising directions for digital marketing development in Ukraine and proves that digital transformation is vital for enterprise competitiveness.
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