THE ESSENCE OF DIGITAL MARKETING AND ANALYSIS OF KEY TOOLS FOR ITS IMPLEMENTATION IN MODERN CONDITIONS

Анотація

The article explores the essence of digital marketing and analyzes the key tools for its implementation in the modern conditions of digitalization of the economy. Scientific approaches to the interpretation of the concept of "digital marketing" are summarized, which made it possible to form an integrated definition as a system of methods and technologies for promoting goods and services through digital channels of interaction with the target audience. The growing role of digital marketing in the conditions of increased competition, transformation of consumer behavior and development of online platforms is substantiated. The main tools of digital marketing are analyzed: content marketing, SEO, SEM, SMM, mobile marketing, banner advertising, video marketing, influencer marketing and email marketing. Current statistical data on the development of the digital market of Ukraine are presented, confirming the growth of investments in digital communication channels. Modern digital marketing channels are systematized as a functional environment for implementing marketing tools (search engines, social networks, email, websites and landing pages, mobile applications, video platforms, messengers, online media and blogs, marketplaces, partner platforms). It is determined that digital marketing is a strategic factor in increasing the competitiveness of enterprises and forming long-term relationships with consumers in the digital economy.

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