Abstract
The purpose of the article is to determine the essence and features of Digital marketing as a promising direction of marketing to increase the profit of stores on the Internet. As a result of the analysis and generalization of the works of domestic and foreign scientists, the main features of this type of marketing and its subtypes (contextual advertising, banner advertising, native advertising, SEO promotion) were clarified. Peculiarities of its functioning and use for business promotion by various methods to achieve its main goal - profit have been studied.
 It has been established that regardless of the online sales industry and online stores of different sizes in Ukraine, there are common features of development and common areas of activity in the field of online marketing and website promotion. There is an emphasis on mobile devices, accurate tracking of site performance indicators, active development of video marketing and rapid growth in the impact of usage.
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