Modern Digital Marketing Trends

Modern marketing has undergone a number of transformations as consumer markets and the socio-economic environment globalize. Since the 60s of the XX century, when the market for products of wide consumption was dominant, and transactions in the market were impersonal in nature, society underwent a number of industrial and institutional changes through breakthrough and subversive digital technologies, which fundamentally changed the mechanism of consumption from product to client. The digitalization of the market brought together the development of the consumer experience of almost everyone without excluding the types of economic activity and made it possible to increase the effectiveness of methods for compiling a portrait of a modern client. Globalization and digitalization have increased the importance of the individual aspect, stimulating the use of marketing to form a consumer identity by obtaining the most personalized offer. The Internet has become one of the most important communication tools, source of information and entertainment toll in the modern global world. Technological advances continue to accelerate the digitization of modern life, including marketing. We can currently observe the active use of artificial intelligence technologies in digital marketing, while not limiting ourselves to one or two channels. Brands discover the advantages of creating campaigns that cover a number of digital marketing channels, that is, there is a tendency towards omnichannel digital marketing.