Digital Marketing Tools in the Conditions of Transformation of Communications of the Modern Organization

Abstract

The article is dedicated to ivestigation of peculiarities of use of digital marketing in modern enterprise activity. The author gives grounding of interrelation of notions of digital marketing and Internet marketing, specifies categorial apparatus of investigation. Main advantages of Internet marketing and its instruments appealing for marketing specialists are distinguished. The article accentuates that the prerequisite for effective enterprise promotion and its goods in digital environment is qualitative marketing investigation. It regards modern marketing instruments that an organization uses in digital environment. It draws the examples of using the instruments of digital marketing by leading stakeholders of fashion market which is now actively “migrating” to online format and invests significant funds to Internet marketing and digital marketing. It is pointed out that the important result of implementation of instruments and technologies of Internet marketing is raise of company’s marketing competency which is distinguished as a sum of competencies of all company’s workers in the sphere of marketing, individual knowledge and skills of marketing specialists that are revealed in the process of interaction with customers, partners, stakeholders, team, competitors. On the example of fashion industry it regards the tendencies of development of digital marketing technologies that should be taken into account by market stakeholders in the nearest perspective: good quality content; personalization for formation of unforgettable customer experience; video advertisement that takes into account various demands, various aims, various methods (duration, form, content) and professional approach; intellectualization of choosing the advertisement plots; active use of chat-bots, professional use of marketing technologies (mar-tech), among them – Internet of Things (IoT), virtual reality (VR), added reality (AR), personalization, visualization, face recognition etc. The conclusion is made that Internet marketing and digital marketing suggest technologies and instruments that need serious investment and highly qualified personnel; but at the same time they allow optimization of marketing and advertisement budgets, provide long-term partnership relations with available customers and quick win of new target audience.