Özet:

The article describes the theoretical principles of digital marketing as a specific form of classical marketing in a changing technological basis of production and the information society. Substantiated that digital marketing has enriched Internet marketing capabilities of mobile communication. It is shown that digital processing techniques and the use of information become the main source of increasing the effectiveness and efficiency of marketing activities. We prove that as a result there are additional possibilities of expanding the audience of the marketing impact by owners of mobile communications with simultaneous targeting and personalization of such exposure. The attention is focused on the changes of forms and methods of marketing activities, which become the impetus for the emergence of new forms of marketing activities. Digital marketing is defined as a kind of marketing activities, which on digital channels digitally addressable allows to interact with the target market segment in virtual and real environments.

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