Abstract
The emergence of digital economy around the world states that the world changes the established patterns of the economic entities’ functioning and creates new conditions for their further development. Digital technologies have a special impact on the functioning of enterprises in various spheres and sectors of the national economy. Modern information and communication technologies are radically changing the marketing system of business entities, resulting in the active development of digital marketing system, which has its own principles and features of operation. The importance and relevance of the use of modern digital marketing tools for business development is confirmed by the growing interest of scientists in conducting research in this area.The aim of the article is to analyze the current state of research in the field of digital marketing and identify current trends in the study of the origins of scientists, the development of this type of marketing in modern conditions of digital economy around the worldThus, it is defined within the article that digital marketing is today an important and integral part of the transformation process of business entities as a result of the impact of digital technologies. Within the article, the statistical information extracted from the Scopus scientometric database on scientific publications in the field of digital marketing is analyzed. Accordingly, the trends in the number of such publications in 1990-2050 were studied, and research centers in this field were identified. The analysis of articles in general in the field of marketing allows us to conclude that the share of scientific publications in the field of digital marketing in the total number of works on marketing will increase in the future.The results of the analysis give grounds to state a significant level of the digital marketing potential, insufficient level of its research and the potential for the use of tools of this type of marketing is not fully determined by scientists. The very definition, systematization and description of such tools are among the insufficiently studied issues in this area and are priority areas for further researc
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