The evolution of e-marketing concepts demonstrates a gradual transition from traditional marketing methods to the use of modern digital technologies and strategies. The article examines the key stages of marketing transformation, starting with the introduction of the Internet into business processes and the emergence of the first online platforms. Particular attention is paid to the impact of technological innovations such as big data, artificial intelligence, mobile technologies and process automation on the development of marketing approaches. The article emphasizes the importance of personalization, which has become possible through the collection and analysis of data on user preferences and behavior. Such modern trends as social media marketing, content marketing, email marketing, as well as the influence of new media on brand formation are discussed. Focus on the need to adapt strategies to the rapidly changing conditions of the digital environment, including increased competition, changes in legislation and the increasing importance of personal data protection. The results can be useful both for practitioners implementing modern technologies in business and for researchers studying the dynamics of digital interaction in marketing. Particular importance is given to building sustainable connections with the audience and increasing the competitiveness of business.