Abstract
The article analyzes modern trends in the development of digital marketing and the new opportunities resulting from this phenomenon. The availability of digital technologies for increasing number of companies gives new opportunities in terms of market and consumers' research and analytics, as well as communicating the client throughout the consumer lifecycle and building brand awareness and loyalty. On the other hand, the shifts in consumer preferences and lifestyles including the increase in time the consumers worldwide spend in digital media and their expectation of a fully personalized approach make the shift of producers towards digital instruments a necessary condition of survival. The article analyzes the most relevant and promising instruments of digital marketing and tries to forecast the possible role of the IoT in future.
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