FORMATION OF E-COMMERCE BUSINESS PROCESSES BASED ON THE SELECTION OF DIGITAL MARKETING TOOLS

This article examines the effectiveness of digital marketing tools and prioritization of business processes in the context of Internet marketing development in the face of an ever-growing number of resources involved in promoting goods or services through various digital channels. To conduct the research, the methods of analysis of scientific publications and expert articles on the topic, a review of real examples of the results of business activities of companies in the field of electronic commerce, and statistical data were used. Schemes of key business processes are created using examples from e-commerce websites to demonstrate the impact of identifying targeted and effective digital marketing tools, as well as expanding and optimizing existing business processes. The study examines the most commonly used digital marketing tools employed by the majority of websites. Using a real business example, the article highlights the shift in the focus of the business process from one digital marketing tool to another for promoting products or services. It compares the strengths and weaknesses of the most common digital marketing channels to better distribute companies' products and services. An organic search strategy has been determined to provide long-term customer trust and stable organic traffic, while a paid search strategy allows you to quickly attract a target audience with specific proposals. It is concluded that the synthesis of top digital marketing channels like investing in search engine optimization and paid-per-click will allow an e-commerce company to maximize its online and search visibility, achieve short-term and long-term goals, increase income and optimize ROI. Described the basic scheme of the online store with a constant process of analyzing and adjusting processes