MARKETING TECHNOLOGIES IN THE INTERNET ENVIRONMENT

The article is devoted to the study of the current state and trends in the development of the media market in the Russian Federation with a special focus on the fast-growing segment of digital communications, in particular, the Telegram platform. With the transformation of media content consumption due to digitalization, changes in user behavior and political and economic factors, Telegram has become one of the key channels for information distribution and advertising. The article provides a comprehensive analysis of the structure of the Russian media market, including traditional and new media, revealing the role of messengers in the overall media consumption. Special attention is paid to the Telegram advertising market — one of the most dynamically developing areas of digital marketing. Monetization models are considered, including the official advertising platform Telegram Ads, as well as informal (shadow) methods of promotion through bloggers, thematic channels and grids. Key performance metrics, average cost of placement, target audience and preferred content formats are analyzed. Risks and challenges are also explored: lack of transparent statistics, high degree of decentralization, lack of regulation and the impact of restrictive measures. Based on expert assessments, industry analytics and statistical data, conclusions are drawn about the market development prospects, potential business opportunities and the significance of Telegram as a unique media space in the context of the current socio-cultural agenda.