graduate student
With the rapid development of the information and communications space, the field of new media has emerged, encompassing all information transmission tools based on the latest technologies (including digital ones). Since the use of information resources for interacting with consumers and promoting and selling a company’s products or services is one of the primary tasks of marketers, studying the fundamentals of using new media as a marketing resource is a highly relevant task for current research. This article, through the prism of new media and their comparison with traditional media, defines the key features of digital marketing. The study revealed that marketing activities based on digital communication tools enable decentralized (two-way and dialogic) contact with consumers, enrich marketing materials with multimedia content, utilize tools for targeted and personalized information delivery, instantly and around the clock update marketing content and provide access to it to the target audience. At the same time, it was found that the effectiveness of digital media marketing activities is based on the presence of specialized competencies among marketers and the company’s ongoing technological (innovative) development.
marketing, digital marketing, new media, traditional media, content, user, consumer
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