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Title |
The Use of Digital Marketing Tools for the Transformation of Brand Communications in the Modern Conditions of the Advertising Business |
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Author |
Emiliya Ohar, Olena Karpii, Nataliia Mykhailyk, Olha Horpynchenko, Andriy Lynda |
| Citation |
Vol. 22 No. 11 pp. 733-738 |
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Abstract |
The main purpose of the article is to study the features of using digital marketing tools to transform brand communications in the current conditions of the advertising business. In the modern digital world, advertising functions are being transformed. Today, marketing, while retaining its functional tools, is changing and evolving; Marketing systems are guided by understanding the process of formation of consumer decisions. With people spending so much time in the digital world, marketers need to be as effective in this world as they are in traditional media. It is extremely important to apply new digital marketing tools to transform brand communications in the modern conditions of the advertising business. The research methodology involves the use of modern methods of analysis and modeling. Based on the results of the study, the key aspects of the use of digital marketing tools for the transformation of brand communications in the modern conditions of the advertising business are characterized. |
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Keywords |
Digital marketing, brand communications, business, economy, marketing. |
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