Цифровий маркетинг у підвищенні ефективності взаємодії суб’єктів ринку

The processes of digitalization and digital transformation of the economy have been studied as prerequisites for the development of digital marketing. The main trends in digital marketing and key challenges faced by companies in the process of digital transformation and the use of digital tools have been identified and characterized. The conceptual essence of the terms “digitalization” and “digital transformation” has been deepened, taking into account definitions by both domestic and foreign scholars. It is noted that the process of digital transformation represents a further stage in the development of digitalization through its implementation in the practice of business processes. The expansion of digital marketing capabilities has been shown through the development of modern tools in its various forms: search engine optimization (SEO), content marketing, social media marketing (SMM), email marketing, contextual and targeted advertising (PPC), video marketing, influencer marketing, mobile marketing, voice search, etc. The importance of artificial intelligence in realizing the idea of personalized marketing campaigns that adapt their strategies to consumer demands has been emphasized. Attention has been paid to the security of social networks and combating cybercrime in order to protect customer personal data, minimize financial losses, and prevent reputational damage to companies. Measures to counter cybercrime and prevent unauthorized intrusions into the databases of commercial structures are provided. The most significant digital marketing tools for companies and customers have been identified in terms of solving interaction issues in a market environment. Marketing tools that have a dominant influence on the formation of key marketing strategies of companies have also been defined. The main challenges and issues of digital marketing functioning are described and grouped by areas of their impact: technical and technological, organizational, economic, and ethical, which highlights the importance of finding ways and means of minimizing them. The advantages of an ethical approach to digital marketing have been revealed, as it ensures the formation of a positive company image, corporate social responsibility, and reduces financial, reputational, and other risks.