DIGITAL MARKETING AS AN EFFECTIVE MEANS OF BRAND PROMOTION

Abstract

Digital marketing has become an indispensable tool in the modern branding arsenal, primarily due to profound changes in consumer behavior and technological advances in communications. In today's digital age, with the Internet and social media firmly entrenched in everyday life, traditional marketing channels have found themselves overshadowed by their digital counterparts. Therefore, the relevance of digital marketing lies in its unparalleled reach and precision. The purpose of the study is to characterize the features of digital marketing as a means of brand promotion. It has been proven that the main goal of digital marketing is to connect a business with its target audience where they spend a significant portion of their time: online. It has been determined that, at its core, digital marketing is focused on reaching potential customers in a more targeted and interactive way. This allows massive amounts of data to be collected and analyzed, allowing marketers to understand consumer behaviour, preferences and trends. The main digital marketing tools for promoting a modern brand are described. It has been established that digital marketing and the process of brand promotion is the strategic use of digital tools and channels to build and develop relationships with consumers. The global reach of digital marketing has also had a significant impact on brand promotion. The company can now easily reach a global audience, opening up huge new markets and expansion opportunities. Global reach has enabled brands to develop a more diverse and inclusive marketing strategy that appeals to a wider range of consumers. However, the transition to digital technology has not been without its challenges. Digital marketing has transformed how modern brands are marketed, offering new opportunities for targeting, personalization and global reach. This has transferred power to consumers, demanding greater brand responsiveness and authenticity. While it has created challenges in terms of saturation and rapid change, its impact on branding has been overwhelmingly positive, providing companies with powerful tools to more effectively reach and engage their audiences.