The paper considers the main features of using digital technology for promoting goods and services, identifies trends in consumer behavior in a digital environment. It is noted that the new era of digital promotion has come much wider than Internet marketing and includes not only promotion through the World Wide Web, but also uses all kinds of offline tools, differs in the format of interaction with the target audience, the method of data transfer, channels and promotion tools. The concept of “digital promotion” is based on a customer-oriented, personalized approach.
Customer-centricity, as a practical implementation of customer focus, implements an omnichannel approach, which should provide not only assistance in the implementation of the acquisition of goods, but also provide an analysis of the characteristics of consumer behavior, as well as collect data and receive feedback.
Using digital tools, it is possible to collect and systematize accurate and objective data both online and offline, which help to take timely measures to adjust marketing strategies and predict the effectiveness of the company.
- Mobile technologies
- Digital promotion
- Social networks
- Digital branding