СОВРЕМЕННЫЕ ВИДЫ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ КАК КОНКУРЕНТНЫЕ ТЕХНОЛОГИИ РАЗВИТИЯ

Abstract

The purpose of the work is to identify the methodological features and characteristics of different types of digital marketing based on the analysis of theories, concepts, channels for implementing modern marketing practices, as well as to identify the characteristics necessary for the subsequent comprehensive study of consumer behavior. The relevance of the work is due to the fact that rapid technologization opens up new opportunities for entrepreneurs, since the emergence of new channels of communication with the target audience allows to carry out marketing activities effectively even in conditions of limited funding. Modern types of marketing activities (digital marketing) do not require significant participation of financial resources and contribute to the development of the competitiveness of modern enterprises and entrepreneurs. The research methodology is an analysis of the current state of marketing practices in the context of the transition from the analog to the digital era. As a result, the general characteristics of different types of digital marketing that ensure the competitiveness of modern business structures are identified and systematized. The changes in the strategic positions of marketing, as well as in the concept of competition, which they have undergone during the transition to the digital era, are systematized and described. To systematize the provisions necessary for further research, a general differentiation of the main types of Internet resources was carried out, with the allocation of their basic characteristics.