OVERVIEW OF DIGITAL MARKETING TRENDS

Annotation. In the article, the authors substantiate the effectiveness and

relevance of digital marketing. The main digital marketing tools are considered: 1)
social networking platforms; 2) design tools; 3) analytics; 4) content marketing
tools; 5) email marketing tools. The key trends in digital marketing are highlighted,
which have already been actively used in the practice of leading companies.
Keywords: digital marketing, email marketing, analytics, design, content
marketing, trends.

Digital technologies surround us everywhere, so digital marketing affects

almost every aspect of business, having a huge impact on companies'
communication with customers and creating good offers. In order to counter
competition in the rapidly growing global online market, a company cannot do
without a well-thought-out and properly implemented digital marketing strategy.
Referential analysis of publications allows to note that "digital marketing" or
digital marketing today is the subject of research by a number of authors. Many
companies use digital marketing strategies to personalize their business, but their
ability to successfully use this technology depends on how comfortable they are
working with it. Digital marketing strategies highlight how digital technologies can
increase marketing efficiency through personalization, more effective campaign
management, product development and delivery, marketing and marketing
strategy.
Digital marketing is a new phenomenon in traditional marketing that allows
marketers to accelerate two-way interaction, communicate quickly and adequately,
offer services and content tailored to each customer. Digital marketing includes all
types of online marketing channels such as websites, blogs, social networks, email,
databases, mobile phones, and digital television. This marketing tool allows you to
assess and learn how potential customers perceive the brand.
 In addition, all customer reviews, both positive and negative, are useful for
companies that can use this information to develop and improve their brands. For
these reasons, many companies need to implement digital marketing into their
marketing programs and events in order to gain competitive advantages.
The importance of digital marketing is to level the playing field on the
Internet and create equal conditions for all types of businesses. Digital marketing is
now used not only by transnational corporations and large companies, but also by
small and medium-sized businesses, allowing them to compete with solid
companies and occupy their market share.
One of the reasons why internet marketing surpasses traditional marketing
channels is the ability of digital advertising methods to connect with a target
audience and provide results-oriented interaction. Digital marketing provides the
engagement that customers expect when interacting with a company.
Digital marketing tools include:
1. Social media platforms, which are an integral part of any integrated
marketing strategy and an excellent way for marketers to connect with their target
audience and attract attention to the brand.
2. Design tools. Another key component of digital marketing is design,
which is often used in the creation of advertisements and content, such as social
media posts and blogs.
3. Analytics - important tools for digital marketers that range from Google
Analytics (for tracking website traffic statistics) to social media analytics tools
such as Facebook Insights and Twitter Analytics, which allow measuring
engagement and help marketers optimize campaigns.
4. Content marketing tools. For marketers who focus more on content
marketing, tools like CoSchedule and HubSpot are great tools for creating and
organizing content. These tools help marketers identify content opportunities and
create interesting blog posts and social media posts that reach the target audience.
5. Email marketing tools. These tools allow marketers to create email
campaigns that enrich content and encourage consumers to further interact with the
brand through additional actions, such as event subscriptions or product purchases.
Popular email marketing platforms include MailChimp and Iterable, which allow
you to create mailing lists and automate email campaigns. These platforms also
offer analytics for each email campaign, allowing for quick and easy testing and
optimization.
Speaking of digital marketing trends, it can be said that in order to outpace
competitors, digital marketing specialists need to develop a strong and clear
strategy.
They should also understand the long-term prospects of the e-commerce
market and react immediately to trends in digital marketing, the key ones of which
are presented in Figure 1.

Focus on Disruption of the Conducting online Abandoning cookie

automation advertising market broadcasts files

Increasing Advertising
Publishing short
popularity of placement on Targeting audience
videos
marketplaces different platforms

Multi-channel Use of voice search Influencer Publishing

marketing and chatbots marketing interactive content

Fig. 1 Key Trends in Digital Marketing

Market analysis showed that in 2020, the market capitalization of chatbots

reached 17 billion dollars, with a forecasted growth to 102 billion dollars by 2026.
In 2019, platforms like Yandex and Google focused on campaign
management automation. For example, in 2023, Yandex no longer offers the
"manual bidding for maximum clicks" strategy for campaigns with Yandex
Advertising Network and search and display ads. Instead, the "maximum clicks"
and "maximum conversions" functions are automated.
 New automated click management strategies and tools for translating native
ads for maximum efficiency are emerging. Models of intelligent trading are
gaining popularity.
Interactive content will remain one of the main trends in 2023. 81% of
marketers believe that active interaction with potential customers is a highly
effective marketing strategy. Calculators, surveys, contests, interactive maps,
quizzes, and games increase consumer engagement on websites and provide more
statistics for precise marketing strategy adjustments.
Approximately 60% of the global population use social media, and the
number of social commerce transactions, direct purchases made on social media, is
constantly growing. Eventually, it could become one of the main ways to place
orders, so it makes sense to create advertisements that are perfectly tailored to
social media channels by 2023. Currently, popular consumer brands have pages on
VKontakte and Telegram, and their managers interact with customers through the
app.
Thus, brands are increasingly seeking ways to build strong relationships with
their customers, and digital marketing is a new trend in marketing that aggressively
and swiftly pushes traditional advertising to the background.

List of literature

1. Azaryan, E.M. Digital Marketing and Digital Ecosystems in Modern

Consumer Markets / E.M. Azaryan, D.E. Vozianov // Trade and Market. - 2021. -
No. 1(57). - p. 55-63.
2. Bekker, T.A. Digital Business: Fundamentals of the Digital Economy,
Digital Marketing / T.A. Bekker, V.A. Bekker // Modern Economy: Current Issues,
Achievements, and Innovations: Collection of Articles XXXI International
Scientific-Practical Conference, Penza, October 25, 2019. - Penza: "Science and
Education" (IP Gulyaev G.Yu.), 2019. - p. 127-129.
 3. Vozianov, D.E. Digital Marketing: Analysis of Features, Tools, and
Problems of its Implementation in Retail in the Digital Age / D.E. Vozianov //
Collection of Scientific Works of the "Economics" Series. - 2022. - No. 25. - p. 36-
47.
4. Markova, T.A. Top 5 Trends in Digital Marketing: 2021 / T.A. Markova //
XXXIV Plekhanov Readings: Collection of Articles by Students in Four Volumes,
Moscow, March 29-31, 2021. Volume 4. - Moscow: Plekhanov Russian University
of Economics, 2021. - p. 270-274.
5. Minakov, A.V. Concept of Digital Marketing: New Approaches to Using
Marketing in the Digital Economy / A.V. Minakov, A.E. Suglov // Regional
Economics Issues. - 2023. - No. 1(54). - p. 41-48.