Modern factors of digital technologies application efficiency in brand promotion

The article presents an analysis of the global and Russian trends in the development of digital advertising in the promotion of brands. Based on the study of advertising reports and research agencies, analysis of statistical data and author’s developments of practitioners in the field of brand promotion on digital services, the features of building brand communications with target audiences are revealed. A number of priority tools for digital interaction of the brand with consumers are presented, a description of the factors and conditions for brand promotion in the digital environment is given. To reveal the current factors of the digital technologies use in the promotion of brands effectiveness, the following issues are discussed: 1) changing the structure of budget allocation and the dynamics of investing in promoting brands in the digital environment in Russia and in the world; 2) identification of effective brand promotion factors in the online format in comparison with established forms of traditional marketing; 3) disclosure of the brand promotion specifics in comparison with trademarks that have not reached the status of a brand. Based on the results of the in-depth interview with experts, a range of brand managers’ tasks engaged in the promotion of brands and trademarks in the digital field was revealed. The importance of developing a creative concept of the brand for the users’ emotional involvement is highlighted. The necessity of studying and searching for convenient forms for system configuration and effective business communications in specific cases development is shown.