Development of digital marketing theory

Abstract

This article examines digital marketing as a multidimensional economic phenomenon that takes into account the development of scientific and technological progress. The study conveys the author's approach to the definition of the concept, channels and types of digital marketing, introduced on the basis of the use of digital media space in marketing activities as IT infrastructure and network technologies. Digital marketing is analyzed as market business processes occurring in offline and online spaces, with the application of the potential of various means of marketing interactions (Internet, mobile, broadcast, local networks and autonomous digital devices).