Morzhyna Anastasiia, 4th course student of the Economic Science Faculty of the Petro Mohyla Black Sea National University, Mykolaiv, Ukraine

ORCID ID: 0000-0002-5796-712X
e-mail: morzhina1997@ukr.net

Oliinichenko Maryna, 4th course student of the Economic Science Faculty of the Petro Mohyla Black Sea National University, Mykolaiv, Ukraine

ORCID ID: 0000-0002-0683-4204
e-mail: m.oliinichenko@gmail.com

Postykina Yevheniya, lecturer International Economics and Economical theory section of the professional department English studying of the Petro Mohyla Black Sea National University, Mykolaiv, Ukraine

ORCID ID: 0000-0003-2675-0224
e-mail: frozen_13@bk.ru

Modern Trends in Digital Marketing

Abstract. Introduction. Today is time when globalization of market space need for the development of a specific area of services, such as digital marketing. The article describes theoretical principles of digital marketing as a modern form of classical marketing in a changing technological basis of production and the information society, its particular qualities, advantages, scope and status analysis.

Purpose. Digital marketing is a term used to achieve your business goals through online channels, including search engines, social media platforms, content creation, and advertising, to raise awareness of your product or service to potential buyers. The first approaches to digital marketing defined it as a projection of conventional marketing, its tools and strategies on Internet. The growth of social networks in recent years is due to increasing the number of people who connect to the Internet through mobile phones. It is noted that the presence or absence of a smartphone among Ukrainians is largely due to the age and practice of using social networks. Buyers today have a great deal of choice companies that are known on the Internet, that’s why, and learn and compare. Users want to feel that they are not indifferent to companies that brands are interested in them, both in customers and people.

Results. The authors provided examples of the use of digital marketing by enterprises digital marketing, which contributed to the positive trend of digital-sphere development on the example of the Mykolaiv region.

Conclusions. A digital marketing strategy needs to be frequently revised to stay successful. The expediency of using digital marketing has been proved due to the growth of Internet users and mobile devices. The activities of domestic enterprises made it possible to conclude, that the use of digital technologies enables marketing research and the choice of international sales.

Keywords: digital marketing; digital marketing; native advertising; personalized content; e-commerce; SMM; SEO.

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