Nature and evolution of digital-marketing

Abstract

This scientific article considers the constantly growing role of digital marketing in the overall range of business marketing activities in the modern world. The historical aspect of development and implementation of digital marketing is outlined in the first part of the article. The article considers the chronology of digital marketing development from the middle of the twentieth century and specific transition from classic to digital marketing. The key moments that changed the specifics of marketing are highlighted; the information of different approaches to the evolution of marketing is structured. The authors of the article analyze the diversification of the approaches defining the concept of digital marketing by domestic and foreign scientists. It is determined that the concept of «digital marketing» should be considered as a process of promoting goods and services of the enterprise with the involvement of digital technologies, mobile devices and the Internet in the general marketing activities of the business. Besides that, the difference between digital marketing and Internet marketing is also described by mentioning the main instruments involved in these processes. The work supplies examples of the efficient digital instruments which are important for brand promotion. The significant emphasis is placed on changes in marketing activities that contribute to the further development of brands. In the end of the article, the authors conclude that the current stage of the market economy development in a pandemic situation, fierce competition and global transition to online life creates new conditions in which the implementation of an effective promotion mechanism is an integral condition for each successful business seeking to increase its profits and pace of development.