DIGITAL MARKETING AS A PRIORITY DIRECTION OF BUSINESS DEVELOPMENT

The purpose of the article is to study the potential of digital marketing and the possibilities of its use in the conditions of modern challenges. It has been proven that the development of high technologies and digitalization processes have changed approaches to business organization and the existing challenges have stimulated the growth of business activity in the online sphere. The differences in the use of B2B and B2C digital marketing are analyzed and how new technologies affect digital marketing is presented. The expediency of using marketing tools with the use of interactive space has been established. It has been proven that digital marketing technologies are capable of attracting interest in relevant services, increasing the efficiency and competitiveness of industries. A complex of organizational solutions at different levels of management, which is necessary for the implementation of digital marketing tools in the industry, namely: active use of startups for generation interesting ideas in the field of digitization; promotion of digital products in the industry; international cooperation in the field of digitization; increasing the level of trust of business entities in digital transformation; formation of digital culture society; digitalization strategy formation. Digital marketing tools include measures that allow you to notify a large number of people or attract the attention of the target audience to the products or services of a company or organization. The main effective integrated digital marketing tools are described. Special attention is paid to the effectiveness of social media channels