Influence of digital technologies on modern trends of innovation marketing in communications with consumers

Abstract

The article focuses on the fact that the rapid development of digital technologies, the emergence of new digital platforms, new functional software allow marketing processes to develop more actively as a field of activity and integrate e-commerce into the lives of customers in accordance with the increased demand for its services. Digital innovations are the basis for the emergence of new services not only for the consumer, but also for the marketing process. Due to digital technologies, many companies have gone far beyond their industry and have become able to meet the needs of customers in a variety of areas, which allowed expanding their target audience and diversify their business. The innovativeness of the promotion itself gives an appropriate result in the presentation of the product on the market and develops innovative marketing at a rapid pace. There have been considered the techniques and technologies of digital marketing used by marketers, shown modern trends in communication with consumers on the digital technology platform. The analysis of the digital advertising market, statistical analysis of Internet users, and also analyzed the position of the Russian Federation in the Global Innovation Index as an indicator of the development of the innovative component of the country's economy and innovative marketing is made.