THE USE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF A STRATEGY FOR THE PROMOTION OF SERVICES AT THE ENTERPRISE

Abstract

The article is devoted to the problems of using digital means of dissemination of information to promote goods and services. The purpose of the article is to analyze the nature and specific features of Digital marketing in developing a comprehensive promotion strategy. The essence and importance of the means of promoting goods and services as a component of modern marketing, namely digital marketing, is substantiated. Its content is investigated taking into account the innovative directions of activity of the .digital entities - a combination of different tactics for promoting services and goods and interaction with clients in the digital environment. Digital-marketing works at all stages of customer interaction in B2B and B2C NF helps to promote the products and services of the enterprise in all digital channels: Internet, television, radio, smart gadgets and applications, SMS distributions. The basic Digital Marketing tools are analyzed, which is based on the formation of a modern digital technology marketing concept, namely SEO promotion, content marketing, SMM promotion, crowd-marketing, e-mail- mailing, contextual advertising. Every Digital-Marketing tool has its own peculiarities. In the complex, all tools allow you to interact with customers in different channels, help to remember and encourage users to perform the targeted action. The basic tools for promoting services, such as advertising, contextual advertising, banner advertising, native advertising, radio advertising, television advertising, mobile programs, offline advertising, are considered. The benefits of using Digital tools are considered. It is also to work with offline and online clients, to build personalized communication with users, to analyze the effectiveness of campaigns, to use different tools. So, digital-marketing is based on analytics, without which the maximum number of buyers cannot be attracted. In the process of the advertising campaign, it is also necessary to monitor its effectiveness in the event of poor results quickly make adjustments. Thus, digital-marketing is not only a one-time tool setting, but also constant development and scaling of the enterprise with digital channels.