Digital Promotion as Innovative Business Management Technologies of Retail Chains

At the time of constant intensification of competition in domestic and international markets, the use of complex of marketing knowledge becomes the basis of competition. While entering new market, an important task is to form a promotion complex in order to spread information about the company and its products or services. The work is devoted to the development of a promotion complex with the use of digital tools in the retail market of grocery and consumer goods in Romania and the evaluation of its effectiveness. To do this, the authors considered statistical information on the use of the Internet, social networks and search engines in Romania, and provided recommendations for the development of a promotion complex in this market using advertising tools on the Facebook social network, the Google search engine and the use of advertising through opinion leaders on the Instagram social network and evaluated the effectiveness of the proposed promotion complex based on the calculation of the main marketing metrics. The results of the study can be used to form knowledge and decision-making experience regarding the development of a promotion complex when entering new markets in developing countries. During the work, the following methods were used: the method of analysis and synthesis, the method of comparison, the analytical method, the method of forecasting, etc.