Digital marketing as a type: concept, tools and effects

摘要

In the article, the authors supplement the scientific and theoretical content of marketing by interpreting the concept of "digital marketing". It is interpreted as a set of activities and practice of using all aspects of the organization's traditional marketing, with the aim of managing relationships with target audiences through digital information and communication technologies and electronic devices. The authors reject the hypothesis of the allocation of digital marketing as a type in a strict scientific meaning. Channels of digital interaction are interpreted, forming means are allocated: user devices, software means and communication networks. The concept of digital marketing content is introduced, a list of digital marketing tools and products is indicated. Opinions on the applied utility of digital marketing are integrated and the effects of its implementation are allocated: differentiation, formation of new sources of income, cost optimization and increase in the value of the organization. The research was conducted within the grant support of priority research of scientists of the M.T. Kalashnikov IZSTU, project number 38.04.04/18SNG.