نبذة مختصرة : The article considers digitization processes which have a significant impact on all spheres of economic and social life in recent decades and determine the need to transform marketing tools in a digital direction. The purpose of the article is to define the content and features of digital marketing and systematize its methods, tools and techniques for their effective application in the enterprise activities. The study of scientific assets in the field of digital marketing allowed to classify its features, modern methods and tools, to single out the most effective methods to apply them into enterprises activity and promoting goods to the market. The article defines that modern digital marketing uses five digital channels, and its advantages were given. We have also highlighted several effects that should be expected as new digital technologies are introduced in the field of marketing, including the extension of customer relationships, personalization, and improved quality and service. Digital marketing trends that should be taken into account in 2023-2024 are highlighted.
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