Approaches have been analysed for essential identification of digital platforms as a digital marketing tool, ensuring interaction in implementing digital technologies within the framework of existing business models. The research has identified factors for intellectual capital growth at digital companies that use digital platforms for business processes and use the potential of digital transformations to change the structure of assets with the dominance of intangible assets over tangible ones. Taking into account radical changes in technological processes and introduction of new digital management tools, firstly, the place of the digital platform in the integrated marketing communications of companies has been determined. Secondly, algorithms for its implementation in these systems in conditions of increasing uncertainty and unpredictability of modern international markets, and changes in methods for calculating added value (EVA) under the influence of digitalization. It has been proven, firstly, that the use of modern business models by the world's leading digital companies is based on the controversial process of asset dematerialization. Nevertheless, this process brings companies income and growing capitalization, as it is accompanied by the introduction of digital platforms. Secondly, when ensuring guaranteed profitability of platforms as a digital marketing tool, it is necessary to take into account the ratio of material and intellectual assets and their contribution to the capitalization of dematerialized assets. It is substantiated that the main condition for the use of a company’s digital platforms is the effectiveness of procedures for achieving results arising from the implemented technologies based on digital, information and analytical platforms, taking into account criteria and requirements for their inclusion in the specified platform.
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