Digital tools in trade marketing

Abstract

The purpose of the article is to explore modern digital tools in the system of business communications and business models of trade marketing. The research methodology is based on the use of a systematic approach, as well as methods: analysis, synthesis, comparison and scientific generalization. The scientific novelty is to generalize the features of the development of digital tools in the system of trade marketing. Conclusions. It was found that the main consequences of the digital economy in many countries and in Ukraine are: raising consumer awareness of goods and services, their desire for professional advice, increasing sales of goods via the Internet, spreading e-commerce, interchangeability of goods and brands. A significant increase in the role of trade marketing in ensuring the effectiveness of sales policy of companies was justified. The importance of customer and distributor orientation in ensuring the success of the formation of demand for products and its strategic importance in ensuring the success of the company in modern conditions has been confirmed. The approaches of scientists to define the essence of trade marketing were generalized, the actual definition of this term was proposed.Business communication systems (b2b) and business models (b2c) in e-commerce have been systematized. It was found that the use of digital tools to ensure the effectiveness of trade marketing provides an increase in the effectiveness of marketing research, expanding the possibilities of business communications, personalizing the consumer, providing a variety of models of interaction with consumers. Key words: consumer behavior, trade marketing, digital economy, digitalization, e-commerce.