Innovations and digital marketing: current trends of development

Abstract

The modern trends of marketing development on the basis of innovations and digital technologies have been studied in the article, in particular: prevalence of using mobile devices in the world; omni-channel sales development; predictive analytics with the use of BigData technologies and methods; personalization of the offer; artificial intelligence development; virtual and augmented reality. The basic principles of digital marketing for predicting consumer behavior, sales growth of the companies and their future development have been substantiated: human orientation, systematicity, innovation, mobility and communicativeness, omnichannel, informativeness, automation and individualization, profitability.