State and prospects of development of modern electronic marketing

Abstract

The article attempts to consider and analyze the history of the development and current state of the digital marketing industry, based on its ever-growing importance, both in the field of digital business as a whole and in its use in the business practice of many enterprises of various profiles. The purpose of this article is to conduct research and analysis of all stages of the formation, establishment and development of the entire digital marketing industry. This task is of sufficient relevance and demand, given the continuous development of digital marketing and its ever-growing urgency and profitability of its segments in the economic environment. When writing this article, the following scientific research methods were used: general scientific, which acts as a universal method of scientific research in all sciences; also, scientific methods from the group of specific scientific methods – monographic and balance, which contributed to a clear study of the current topic. The different periods of the formation and development of digital marketing are highlighted, the main segments of digital marketing for the current period are considered and analyzed: contextual advertising Google Adwords, big data technology, targeting, mobile marketing, email marketing, viral marketing, social media marketing, search marketing, site optimization in search engines. Attention is also paid to the electronic marketing system in the context of the activities of an individual enterprise, those market opportunities for studying and mastering the market that the digital marketing toolkit provides to the enterprise are considered. Attention is also paid to promising areas of development and segments of electronic marketing, which, in the opinion of the author and a number of other researchers. Will have increased demand, demand and profitability in the market environment. In the author's opinion, this article managed to achieve the specified goals: promising segments of the electronic marketing system were analyzed and identified, promising directions for its further development were defined and manifested. The article also has its own practical value due to the analysis of the current state of digital marketing, the identification and demonstration of its promising segments and an attempt to predict further directions of its development.