Prospects for the Development of Innovations in Digital Marketing

Digital innovative technologies are the driver of the modern economy, as they have a significant impact not only on the emergence of new professions, goods, and services, but also stimulate the activity of enterprises and organizations in various fields of activity. All this makes the purpose of the study—to study the prospects for the development of innovations in digital marketing—relevant. The problem-oriented approach, which makes it possible to focus on the analysis of innovative tools and technologies of digital marketing, has been chosen by the authors as the leading one. As a result, the article reveals the role of digital technologies at various stages of marketing development, analyzes the indicators of digital marketing development, identifies promising innovative tools, considers factors influencing the development of digital innovations, and outlines the directions of innovation development in digital marketing. The practical significance of the research results is the possibility of using digital innovation in business analytics and practice. The theoretical significance lies to highlight the scientific problem of the prospects for the development of innovations in digital marketing.