Marketing development trends in the conditions of a modern digital economy

Abstract

Purpose: the author considers the features of marketing digitalization in modern conditions of obtaining technologies development for obtaining, storage, processing and large data array transmission. Discussion: the author analyze the characteristics of digital technologies in business and the circumstances of all marketing areas digital transformation. The consumers adopt the digital technologies, what is actively influencing on the digital marketing benefits for creating value added. Even though digital marketing used to be considered an isolated direction, while in modern conditions all areas of marketing are becoming digital. The author highlights the revolutionary and evolutionary ways of the modern marketing development. Results: using digital technologies in marketing allows for constant feedback and the development of individual offers, to increase consumer interest in marketing programs and reduce the number of contacts with consumers, which drastically improves marketing results and increases the business profitability.