Features of digital marketing in business

Abstract

Enterprises should pay attention to new forms of communication and product promotion channels. Digital marketing offers vast opportunities for researching target markets and attracting consumers, but not all business representatives understand or are unfamiliar with its technological component. The study aims to determine the features of digital marketing in business in current conditions. The main goal of marketing communications is to attract and retain attention to determine digital marketing features at the enterprise, interest the target audience, create a positive brand image, and increase product sales. Current trends in digital marketing, including wearable technology, big data processing, mobile applications, chatbots, blockchain, etc., are discussed. The system of digital marketing tools is extensive, but it is impossible to use them mechanically. Recently, the trend of public relations regarding the transparency and sincerity of the content, which is formed by it, has been increasing. The activities of digital platforms have become an integral part of the economic development and competitiveness of many countries of the world. When making recommendations for improving marketing communications, we should find the target market (internal or external) and compare the opportunities and risks of using digital tools. The example of the foreign-oriented activity of industrial enterprises in modern conditions is considered in detail. The peculiarities of the application of marketing communications of industrial enterprises when entering the foreign market in conditions of digitalization are revealed. Attention is focused on building marketing communication based on the principle of trust. In their daily activities, consumers are looking for brands they can trust because they have had precedents of loss of control in other areas: economic (unemployment, inflation, partial loss of income and property), political (corruption, betrayal, despair, disappointment), health care (pandemic, medical errors). From a purely professional point of view, they also need more competence, time, or information to study brands well. Keywords: digital marketing, marketing communications, digitization, digital technologies, advertising, profit, social responsibility.