Marketing development in the context of digitalization

The prospects for the development of digital marketing and its role in ensuring economic development sustainability have been considered. Modern trends and problems faced by marketers in the conditions of rapid development of digital technologies have been studied. Digitalization in all areas of national economy and any areas of human activity is gaining momentum and becoming an integral part of any activity. The sustainable development concept implies achieving a balance among socio-economic sphere development, environment preservation on the basis of technological development, and consumption rationalization, in which marketing plays an important role, and, therefore, its development should be given more attention. The role of digital marketing and opportunities to enhance it and ways to overcome problems in internal and external economic activities through digital marketing have been considered. The purpose of the study is to identify the main trends of marketing development in the conditions of digitalization, which will allow to develop and prepare new markets and goods using the latest marketing achievements in order to work for the future within the concept of sustainable development of economic, environmental, and social spheres of life. The digitalization impact on marketing strategies, changes in consumer behavior, and the analysis of new tools and platforms that are used to promote products and services have been studied. Each sphere of activity has its own peculiarities of digitalization implementation, and marketing activity is no exception, so its development in terms of digitalization implementation is relevant.

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