MARKETING IN THE DIGITAL ECONOMY
Abstract
The article presents the results of studying the processes of marketing activities in markets in the context of the digital economy. Currently, digital marketing is rapidly improving, adapting to technological changes caused by the rapid digitalization of the economy. Available publications that address certain aspects of marketing activities in the digital economy are studied. The opinions of the authors of publications are taken into account when preparing this article. Currently, digital marketing is rapidly improving, adapting to technological changes caused by the rapid digitalization of the economy. A generally accepted definition of marketing in the digital economy has not yet been formulated. The author's definition of this concept is proposed. The main advantages and disadvantages of digital marketing are highlighted. Main advantages. Contextual advertising, viral content, online PR and non-standard large-scale promotions, internet videos. To promote products / services, a popular method of contacting your audience is used – social networks. And much more. Main disadvantages. Digital marketing does not work when choosing a pair of channels and tools, you need to constantly come up with something new, try everything to understand the approaches that are beneficial for this particular company. And the main thing in digital marketing is to constantly keep up to date, analyze and direct your work. It is necessary to constantly monitor the situation and make changes. Marketing professionals must continuously analyze brands and predict the future. The main tools of digital marketing are considered. Content marketing (publications on thematic sites, blogs, etc.); email marketing (mailings that can also be part of content marketing), argentative advertising in social networks, contextual advertising. Display advertising, affiliate programs, audio and video advertising. Content creation is the process of filling the media space with information (articles, videos, infographics, blogs, images, etc.) to attract the audience's attention to a product or service, and much more.
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