Marketing in the Era of Digitalization: The Impact of Digital Technologies on Business Processes

The article examines the impact of digitalization on the transformation of marketing activities in the digital economy. The author analyzes the key tools of modern digital marketing: search engine optimization (SEO), process automation, artificial intelligence, content personalization, interactive platforms, and the use of augmented and virtual reality (AR/VR) technologies. The main challenges are outlined, including information overload, changes in social media algorithms, and personal data privacy issues. The author suggests ways to increase the effectiveness of digital marketing through investment in analytics, implementation of ethical approaches, innovative interaction formats and strengthening of emotional connection with the consumer.