GLOBAL TRENDS IN THE APPLICATION OF DIGITAL MARKETING TOOLS

Abstract

At the present stage, digitalization has spread to all areas of business, which requires marketers to reorient to new global trends in the use of digital tools in their activities. One of the factors of global digitalization is the growth of Internet service users. Connecting billions of people around the world, the Internet is a staple of the modern information society. The article examines global trends in the use of digital marketing tools in business. The information base of the research was the scientific works and results of research in the field of digital marketing of the German company Statista, which specializes in the analysis of market and consumer data. The author substantiates the important role of enterprises in the use of digital technologies and tools to achieve marketing goals in the globalization of the economy. The results of the study revealed the most popular digital marketing tools, which, according to marketers, are the most effective for: content marketing, marketing automation, big data and artificial intelligence technology, machine learning and social media marketing. Most attention is focused on the analysis of the United States, China and Europe as the world’s largest digital marketing markets. Emphasis is placed on the further growth of the global market for social media marketing, including Facebook, YouTube and Instagram. It was found that the most dynamic direction in the development of digital marketing is the growing popularity of mobile applications. Mobile marketing as a form of digital marketing has emerged relatively recently, but there is a tendency of increasing the number of mobile phone users, as well as the growing of those who want to take advantage of mobile benefits. Research has confirmed that the spread of the COVID-19 pandemic is an important factor in the growing popularity of mobile digital marketing and the increasing of effectiveness of digital marketing tools. The key advantages for companies of active growth of the mobile marketing market in the world are highlighted. This will help companies to choose the most effective digital marketing tools to promote their business, as well as to adapt their marketing strategies of trends in global digitalization.