Formation and development of the concept of digital marketing

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The digital age has not only simplified many everyday tasks for us, such as communication, work or information retrieval, but has also provided many opportunities for business promotion. Due to the convenience, speed, and popularity of digital channels, their use in business to communicate with the target audience has grown into a separate type of marketing - digital marketing. Currently, there are many ways to influence the potential audience of companies, but the most popular and effective is this type of marketing, which determines the relevance of our topic. The article has a theoretical, fundamental character, in which the approaches to the concept of digital marketing are revealed, its advantages and prospects of development are revealed. The works of the authors dealing with the essence and definition of the term digital - marketing and application of digital technologies for effective marketing communications of modern enterprises are considered. The relevance of the formation of the concept of digital marketing is substantiated and the author's approach to the definition of this phenomenon is presented. The expediency of using digital marketing tools to achieve strategic goals and objectives of the company, able to improve and radically transform business processes. In solving these problems, both online and offline communication channels can be used, the purpose of which will ensure the most effective integrated use of all involved channels. The opportunity to implement marketing functions to a new level by digitizing traditional business models is presented. The article considers the features of the transition to "digitalization" of consumer communications, which are constantly changing when users communicate online, migrating to new digital marketing channels and communication platforms, as well as when using new ways to find information needed for consumer decision making. The need to find the optimal digital marketing tools for organizations and actively monitor new market trends to communicate with target audiences has been proven.