Abstract: Effective marketing is one of the main factors of successful enterprise activity in highly competitive modern markets. The changing external environment of enterprises requires the adjustment of existing and the introduction of modern methods of promotion. Due to the development of digital means of data transmission, their active use by the population, the promotion of goods and services with digital marketing tools becomes relevant. Computer and marketing technologies, as well as ways to interact with the target audience in the Internet environment are progressing dynamically.

Digital marketing is marketing that provides interaction with consumers and business partners through the use of digital information and communication technologies and electronic devices, i.e. the use of all possible forms of digital channels to promote the company and its products. Like any other type, digital marketing determines the achievement of maximum results in the optimal way, i.e. provides opportunities to save money and avoid inefficient costs.

Digital marketing solves at least such tasks as image support (enterprise, product, brand); support for bringing a new brand or product to market; raising awareness; sales promotion, etc. To solve these problems, digital marketing uses the unlimited possibilities of the Internet, mobile and digital technologies.

The share of Internet users in Ukraine is 71 %, and 65 % have Internet at home [1].

Therefore, today the most important task for Ukrainian marketers is the need to study the level of Internet penetration, consumer tastes when shopping online, effective online platforms and more. Businesses need to realize that the pace of the digital revolution is determined by consumers’ ability to understand innovations, not by the speed of technology. The article defines the content of digital (interactive, digital) marketing and its advantages (interactivity, lack of territorial restrictions, easy access to resources, wide involvement of the target audience, the ability to quickly evaluate the promotion system, real-time event management, etc.). In addition, the channels of digital marketing promotion, its main tools and resources are characterized.

The use of digital marketing provides companies with access to the world market, modern means of product promotion, new levers of competition in price, quality and product range. Digital marketing is a set of information solutions, which in today’s market conditions, is a basic component of modern business development.

Due to the development of integrated marketing communications using digital technologies and electronic devices, digital marketing is constantly evolving and expanding its scope. Opportunities for digital marketing are constantly improving under the influence of market, technological, social and other factors. For Ukraine, this problem is especially relevant in connection with the progress of interactive marketing tools that can effectively position the company, its products, brand, and to form consumer loyalty based on digital technologies.