Abstract
he article describes the main approaches to understanding the digital transformation of business models. The components of successful digital transformation are: the development of an integrated business strategy, the digitization of the operating model, the search for new ways for growth and the coordination of factors that make transformation possible. Digital transformation is accompanied by strong changes in marketing: marketing personalization, network effects, customer involvement in marketing activities. Digital marketing technologies become more and more popular, for example: special software products (CRM systems, ERM systems), social networks, websites, digital platforms, cloud services, digital products and services based on artificial intelligence. Were also identified the main trends in the development of digital marketing technologies among Russian companies. Achieved results allow to propose recommendations for expanding the use of digital marketing in Russian business.
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