Digital marketing: features and development prospects

The subject of the study is the peculiarities and prospects of the development of digital marketing. The purpose of the study is to determine the mechanism for improving digital marketing in the national economy.Research methods. The article uses the dialectical method of scientific knowledge, the method of analysis and synthesis, the comparative method, and the method of summarizing data.Work results. The article defines the specifics of the development of digital marketing in the national economy. Prospects for improving digital marketing in the national economy are considered. The mechanism of improvement of digital marketing in the national economy is characterized.Conclusions. The mechanism for improving digital marketing in the national economy includes a set of measures aimed at increasing the efficiency and effectiveness of digital marketing strategies. This process involves analysis of market trends, study of consumer behavior, implementation of innovative technologies, constant monitoring and improvement of digital campaigns. An important stage in the successful implementation of the improvement mechanism is the analysis of the results of the latest digital projects, the identification of weaknesses and the improvement of strategies based on them. The main goal of digital marketing is not only to attract the target audience, but also to increase sales, increase brand awareness and maintain interaction with customers. Only a combination of a creative approach and the use of advanced digital tools can ensure successful results of digital marketing in the national economy.