Marketing Communications in the Digital Economy

Abstract

The consideration of the development potential of marketing communications in the forming digital economy is the purpose of this paper. The digital economy, stemming from the data bulk, cloud servers and digital platforms, results in transforming the marketing requirements and marketing communications. The methods of research used the system analysis, analysis of scientific literature on marketing, marketing communications and developing the digital economy, as well as social sciences. The authors obtained the following results: there was given the analysis of the modern digital technology development; prospects for the development and use of digital technologies in marketings and marketing communications were considered; forecasts of the possible development of marketing and marketing communications were given; there was demonstrated the influence of digital technologies on formation of the digital economy, behavior of target consumers and transformation of the whole society.