СУТНІСТЬ ПОНЯТТЯ СУЧАСНОГО ЦИФРОВОГО МАРКЕТИНГУ ТА ЙОГО ЕТИМОЛОГІЧНИХ ОСОБЛИВОСТЕЙ

Abstract

The article identifies the need to consider the etymological features of digital marketing, the paradigm and conceptual foundations of which were constantly evolving, providing conditions for successful and competitive business positioning. The evolution of the concept of "digital marketing" was determined on the basis of its subject of application and characteristic features from the standpoint of classical and modern approaches to management and marketing activities. The most common new approaches to defining the essence of digital marketing were the consideration of the latter as: Internet marketing, the purpose of which is to study the nature of the relationship of economic entities in the Internet space to create universal structures designed to meet the needs of society by making a profit; integration of theoretical views of classical marketing and practical technologies of the IT-sphere, which in interaction provide the offer and provision of products or services to the consumer in electronic form; promotion system through the use of various types of advertising, including banner advertising, in online communities, social networks and messengers; the necessary set of measures to study such a specific market as the Internet network market, effective promotion and sale of goods (services) using modern Internet technologies. It was proposed to define digital marketing as a multidimensional economic phenomenon, which involves the use of various digital channels and tools to reach the user audience, interact with consumers and transmit marketing messages, in a complex of market business activities developed by marketing services of organizations and implemented in online spaces based on various digital technologies – the Internet, mobile, digital broadcast technologies, local network topologies and autonomous digital devices. The key advantages of digital marketing application by modern enterprises, as well as certain problems with the introduction of digital marketing tools and methods were outlined.