Using social media, content marketing and other tools in the digital environment as part of digital marketing

Abstract

The purpose of the article is to analyze the features of using such tools as social media and content marketing in the context of digital marketing. The article used general scientific research methods, namely analysis, synthesis, comparison and generalization, which are the main ones in the study of digitization and marketing processes. The results. Digital marketing is a modern extension of classic marketing strategies, which involves the promotion of goods or services using digital technologies. It has been found that in today's world, companies are increasingly abandoning traditional methods of advertising and using such innovative tools as search engine optimization, content marketing, social media, data analytics, e-commerce and others to attract buyers and increase competitiveness. Social media has become an integral part of digital marketing, which allows companies to interact with their audience, distribute information about their products and services, express their expert opinion and receive feedback. The use of content marketing is necessary for the further development of brands whose activities are connected with the Internet. Recent years have witnessed the growing integration of social networks and e-commerce. Companies are changing and refocusing on creating light and entertaining content. Almost all large companies have their own blogs, where they share useful and relevant information, demonstrating their expertise in the chosen field. This contributes to increasing user trust and brand recognition, which contributes to the effective promotion of goods and services. Conclusions. So, the key trend in digital marketing is the significant number and diversity of tools for its implementation and management, which are able to qualitatively change the conceptual essence of the marketing activities of enterprises in the digital environment. The use of digital marketing tools opens up wide opportunities for enterprises and companies to retain regular customers and develop long-term partnerships with them, promotes increased trust in goods and services and an individual approach to each customer. It is important to stay abreast of the latest technological and strategic trends (such as machine learning, artificial intelligence and geofencing) to ensure competitiveness in the market.