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STUDY OF THE DIGITAL MARKETING FEATURES: CURRENT TRENDS AND OPTIMIZATION PROSPECTS

Authors :
Валентин Ковальов
Євген Нейман
Максим Дубовенко
Олександр Кайлюк
Source :
Економіка та суспільство, Iss 63 (2024)
Publication Year :
2024
Publisher :
Helvetica Publishing House, 2024.

Abstract

In today's conditions of market competition, promoting goods and services in the Internet environment is an integral part of the business strategy of most companies. Given this, it is important to study and systematise the principles, advantages and disadvantages of using digital marketing tools to optimise the implementation of marketing strategies. The purpose of the article is to study the peculiarities of using digital marketing tools in the context of ensuring the optimisation of their use. The authors have systematised the advantages and disadvantages of using tools for SEO search engine optimisation, content marketing, SMM, contextual advertising, email marketing, video marketing, mobile marketing, and influencer marketing. Modern approaches and tools allow companies to interact effectively with the audience, increase engagement and achieve their business goals.

Details

Language :
English, Ukrainian
ISSN :
25240072
Issue :
63
Database :
Directory of Open Access Journals
Journal :
Економіка та суспільство
Publication Type :
Academic Journal
Accession number :
edsdoj.f99bf7b5d7234c878971149deb3584f4
Document Type :
article
Full Text :
https://doi.org/10.32782/2524-0072/2024-63-80