Transformation of digital marketing tools in the new socio-economic conditions

Abstract

The article identifies the main Russian, European and American developers of digital marketing channels and tools, analyzes the existing digital marketing tools in Russia, highlights the restrictions that apply to Russian businesses and consumers. Special attention was paid to statistical data on the use of digital marketing tools, software, mobile applications, contextual, banner, and targeted advertising on the Internet. The need for the transition of Russian business to domestic digital marketing tools is noted, while the need to improve existing tools is emphasized. In conclusion, recommendations are given, ways of development are highlighted for the further transformation of digital marketing tools in Russia.