ОСНОВНЫЕ ПРИНЦИПЫ И КОМПОНЕНТЫ ЦИФРОВОГО МАРКЕТИНГА

Abstract

The article discusses the issues of digitalization of marketing strategies, allowing you to effectively interact with the target audience, improve business processes with the active implementation of modern technologies and tools. The justification for the relevance and practical significance of the research topic is due to changes in the digital environment and consumer behavior, expansion of geographic markets, increased efficiency of interaction with customers, reduced operating costs and increased transparency and analytics. It is emphasized that companies that effectively use digital marketing increase their market presence and improve customer focus. The author reveals in detail the economic aspects of studying digital audiences, emphasizing the increasing role of detailed segmentation in identifying effective marketing channels and methods that lead to increased return on investment in marketing and scaling. The article presents in tabular form the relationship of economic components, their role in digitalization and impact on the activities of the enterprise, as well as key methods for assessing the effectiveness of digital marketing campaigns. The challenges and problems of digital marketing related to data confidentiality, security issues, potential threats to business, the risk of data leakage and possible cyber attacks are identified. The influence of factors of increased competition, advertising efficiency, expansion of the geographical segment and target audience, affecting the financial performance of the enterprise, is noted. The effectiveness of the implementation and application of digital marketing strategies is summarized as a key competitive advantage for companies in the modern digital economy.