ЗАСТОСУВАННЯ ЦИФРОВОГО МАРКЕТИНГУ В КРИЗОВИХ УМОВАХ СЕРЕДОВИЩА

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The article considers the peculiarities of using digital marketing as an effective means of interaction with the market and its target segments in the conditions of permanent crisis phenomena that arise in recent decades. The essence of the concept of digital marketing in crisis, as a special type of activity and process in which enterprises and organizations interact with consumers to jointly create and implement new value, and digital technologies reduce the incompleteness of information between consumer and seller (manufacturer), transform the created product into a product with modern service of communication and information means, despite the negative environmental conditions. It is noted that digital marketing is closely intertwined with Internet marketing, but it has a number of tools and technologies that allow you to work with target audiences not only online but also offline. The main advantages of digital marketing for modern business entities are also identified, including: free access to marketing information; access to resources without delay; market coverage on a global scale; relatively low cost; return on investment that is easy to calculate; improved personalization of appeals (targeting); formation of consumer loyalty; ability to adapt in the process of work. In addition, the advantage of digital marketing is that here the consumer plays the role of an active participant in the process, not a passive viewer, the effectiveness of advertising depends on its interactive component, not on the frequency of impressions, and contact initiative comes from the consumer and is not tied to time. A comparative analysis of traditional marketing with digital. It was found that digital marketing tools, instead of the traditional subject-object, provide the subject-subject interaction of business process participants, which contributes to the creation of such consumer value, which is created by both parties, resulting in a more complete satisfaction of consumer needs, consumer loyalty is formed, and also methods of service and partnership interaction with the enterprises and the organizations are improved.