Digital Marketing Activities and Innovative Forms of Using Archival Information

The aim of the study is to identify peculiarities and content of digital marketing methods of information activities and innovative forms of using archival information. Research methods. The study is a complex of various methods of cognition and examination of the object-subject component of the problem. The methods of scientific analysis and synthesis contribute to comprehensive review of sources and literature on the issue, the discovery of information on the sought problem and the text design. The overview and analytical method is used to study the main concepts of the work and survey the current discourse of information activity. The historical method makes it possible to consider the object-subject component in retrospect, and to identify the main forms of archival information usage. The method of analytical Internet monitoring is used to examine the information of e-resources, to identify peculiarities of storage, transmission and presentation of archival e-documents. The scientific novelty consists in the necessity of a comprehensive analysis and scientific-theoretical grounding of digital marketing activity, and the introduction of the latest forms of archival information using. Identifying the innovative marketing tendencies of information activities and the active introducing of information technologies into the archival sphere determine the future development of the industry, as well as contribute to the improvement of e-archival communication and its integration into the global information space. Main conclusions. The improvement of information technologies and the spread of means of information and communication activities in the archival sphere determine the latest tendencies in the field of archival information use. In conditions of e-archive development intensification and filling of archival web resources, a positive dynamics in the number of users and requests for services is observed. One of the main trends and prospects for the development of informational social communications is promotion in social networks, the effective use of e-marketing, the involvement of interactive methods, the spread of influence marketing and the applying of influencers, as well as informative and relevant content marketing taking into account current informational needs of society.