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Due to the fact that new digital technologies are rapidly developing in the world, the process of digitalization of society, business and the State is actively underway, the present-day issue of digitalization of marketing activities of enterprises in order to timely adapt business to new challenges and ensure competitive advantages in the market is of relevance. The purpose of the article is to study the theoretical aspects of determining the essence of digital marketing, features of the use of channels, digital marketing technologies, analytical indicators, and instruments for its effective use. In the analysis, systematization and generalization of scientific works of many scholars, the practical aspects of digitalization of marketing were considered, the views of researchers on the definition of the concept of «digital marketing» were systematized. As a result of the study, modern digital marketing instruments and channels are allocated. The possibilities of digital marketing and the dynamics of its development are defined. It is noted that, in addition to communication channels, digital marketing involves the use of modern online technologies to process the necessary information and creates a strategic asset of the enterprise – a database. Based on data analysis, management and marketing decisions are made. Accordingly, an important component for the digitalization of the marketing activity of the enterprise is business analytics, which is formed and obtained using web analytics. It is substantiated that the effect of the introduction of digital marketing instruments and channels will allow to use knowledge about the necessary web analytics systems and key performance indicators that reflect the effectiveness of digital marketing. The prospect of further research in this direction is the development of digital marketing strategies for various business areas, taking into account the results of the analysis of the main performance indicators of digital marketing

The purpose of writing this article is to examine the content and peculiarities of the basic parameters of the existing intrapreneurship models, study the experience of their use by the most innovative trade enterprises in the world. In the result of the study it was noted that intrapreneurship on its cumulative features is a type of entrepreneurship, however, it has its own characteristics and peculiarities in such areas as mobilization of resources for entrepreneurial activity, autonomy in decision-making, responsibility for the risk taken, and acquisition of rights for property and control. Business models, in which the introduction of intrapreneurship can be successful within the enterprise have been studied and proved. The system of the basic models of domestic trade entrepreneurship characterized by the content, resource and organizational prerequisites for the implementation and expected results has been suggested.

With the development of a new stage of the industrial revolution, the importance of digitalization of business development tools is growing. The purpose of this article is to study the applied aspects of digital marketing tools usage for business development in the B2C market. To achieve the purpose and objectives of the study general and special methods are used: comparative analysis of the results of economic and statistical surveys; method of expert assessments by questionnaires using a 5-point Likert scale. The concordance coefficient was used to determine the consistency of the experts' opinions taking into account the related ranks in method of expert assessments. According to the results of the research, it is established that the Ukrainian business of the B2C sector was actively mastering digital marketing tools. The analysis of penetration level of digital technologies in the development of trade business showed the emergence of basic conditions for updating marketing tools to influence the B2C market. There is a rapid coverage rate of multi-purpose use of the Internet among consumers and businesses; gradual growth of digital skills among practitioners; positive dynamics of development of interactive services in the trade sphere. However, the level of use of the retail businesses websites remains low in many spheres of customer service. An important trend of the current development stage of the consumer market is the usage of business Internet platforms designed for mass dissemination of information. Effective marketing channels of interaction with consumers include social media (social networks, blogs or microblogs, websites with multimedia content, knowledge sharing tools), websites, e-shops, and sales via mobile devices. According to the results of expert evaluation, foreground digital technologies, which are able to bring business to a qualitatively new level of interaction with consumers and the provision of trade services have been identified. These are artificial intelligence and cognitive technologies, BigData, Internet of Things (IoT), and cloud computing. The structural and logical scheme of research of digital marketing tools is used for business development which includes two stages is offered. In the first stage, trendwatching, benchmarking and evaluation of internal opportunities for the use of digital marketing tools are performed. In the second stage, three components of digital readiness of business are defined: technological; competence; institutional. The obtained results form the basis of further research to determine the priorities of adaptive digital business behavior for the productive use of existing digital opportunities. [ABSTRACT FROM AUTHOR]