Crowdfunding as a Strategy for the Convergence of Digital and Traditional Forms of Marketing

The purpose. To reveal the potential of using crowdfunding for marketing purposes. The paper considers the concept of crowdfunding, the history of its emergence, the formation of its modern model as a result of digitalization, describes the modern model of crowdfunding and identifies the benefits that startups get from using it as a marketing strategy. Result. It was revealed that the use of crowdfunding as a marketing strategy provides startups with a number of advantages due to the synergistic effect that achieved due to the convergence within crowdfunding of digital and traditional forms of marketing.