MODERN TRENDS OF DIGITAL MARKETING DEVELOPMENT IN THE WORLD
Abstract
The main theoretical aspects of the development of digital marketing in modern conditions are determined. An in-depth theoretical and methodological analysis of scientific research in the field of digital marketing and its key components was carried out, which made it possible to determine the relevance and conceptual need for the development of scientific and methodological foundations to determine modern trends in the development of digital marketing in the world. In view of the absence in the scientific literature of a unified approach and opinion on the definition of digital marketing and its constituent components, the author has formed a classification of the main digital marketing tools of organizations, which to highlight its main channels depending on the technology of use and application in business. The key components of digital marketing of organizations in the world are identified and the dynamics of their development and application in business are considered. It is substantiated that the global transformation processes of the world market determine the use of innovative technologies and tools to ensure profitability and efficiency of marketing activities.
The theoretical and methodological foundations have been developed for conducting economic and mathematical forecasting of modern trends in the development of digital marketing in the world in the context of the costs spent on its implementation and the income received as a result of implementation and their implementation in business. Using a trend analysis of the development of digital marketing in the world, a forecast for the next 5 years was made. The obtained results of economic and mathematical forecasting of modern trends in the development of digital marketing confirmed the theoretical foundations and made it possible to determine the development in the future. The main results can be applied in the practical activities of organizations when forming a development strategy taking into account its use of digital marketing tools.
