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The trend of modern business conditions is the digital transformation, which affects all areas and focuses on the use of digital technologies in the activities of enterprises. Advertising is an integral part of this process. Therefore, it is important to understand the role of digital advertising in the effective promotion of enterprises in the market, and learn to properly use marketing tools depending on the type of activity. The article evaluates the effectiveness of digital advertising and its impact on the marketing activities of the enterprise. It is proven that Internet marketing is becoming increasingly popular due to the availability and reach of the audience. During the pandemic, the number of Internet users who prefer Internet advertising has increased significantly. The main tendencies of advertising activity of enterprises are characterized. The results of the analysis indicate that online advertising is actively developing. Its advantage is to get the greatest effect from the potential target audience, and therefore more and more companies use it in their activities. It was found that during the coronavirus pandemic (COVID-19), only two tools managed to maintain a positive growth rate - social networks and paid search. The actual tools of marketing activity are systematized and their advantages are determined. Observing the active development of digital advertising, we note that Facebook and Google have covered almost the entire advertising market and all the costs of businesses that were spent on advertising, usually spent on these two sites. The main criteria that digital advertising must meet have been clarified. |
