Digital marketing: background, essence, management

Abstract

The backgrounds for digital marketing emergence and development have been discovered. The essential features of the "digital marketing" concept have been identified and their close relationship has been established, allowing to formulate our own definition of digital marketing, which clearly defines its intangible and financial goals for brands. The principles of digital marketing have been formulated. The components of digital marketing have been systematized and described: technologies, channels, methods, tools. The advantages of digital marketing in modern conditions have been revealed. Digital marketing management based on the principles of strategic approach has been substantiated. The definition of digital marketing strategy has been formulated and the stages of its formation and implementation have been formed. The particular attention has been paid to the selection and distribution of digital tools of consumer promotion according to the stages of the consumer's path to select the most effective ones in order to form a long-term partnership.