Digital marketing tools: theoretical aspect

The article reveals the general features of digital marketing tools in comparison with traditional media. A set of modern digital marketing tools is presented, which makes it possible to use them selectively on a fairly narrow segment of the audience, if necessary, to increase the accuracy of segmentation to one person, that is, to carry out personal communication with the consumer. A list of key strategies of the company in the process of using digital marketing tools that helps strengthen customer relationships is proposed. It is proved that human capital and the use of digital tools by company managers are actively working to expand the boundaries of digital marketing and, ultimately, to increase company profits.