GENESIS OF DIGITAL MARKETING IN THE AGE OF DIGITAL REVOLUTION

Abstract

The article discusses the features of digital marketing in relation to classical, traditional marketing. A special attention is devoted to a review of digital communications and digital marketing tools, which by their nature are targeted, interactive and integrative. The research analyses the technology of digital marketing algorithmization describing the sequence of management decisions made to adapt developing digital marketing tools to the company’s activities. As part of the consideration of modern trends in the development of digital marketing, the author has identified the most effective tools applied by companies using web analytics to monitor the target and potential audience, and the behavior of recipients of communication messages in order to make decisions on the use of digital resources. Particular attention in the article is paid to the complex of integrated B2B and B2C tools, and various methods and techniques of interaction with consumers. As a result of the study of this topic, the author draws conclusions about the changing conditions for functioning of digital marketing tools within the framework of the new technological structure and Industry 4.0.Key words: digital marketing, digital marketing channels and tools, social networks, digital technology, integrated marketing communications, internet marketing.