Krupina V. V., Vikhoreva M. V. Sovremennye tendencii v razvitii marketinga [Modern trends in marketing development] Molodaya nauka Sibiri: ehlektronnyj nauchnyj zhurnal [Young science of Siberia: electronic scientific journal], 2020, no. 3. [Accessed 26/10/20]
The development of scientific and technological progress and information technology entailed the emergence of new terms and concepts in marketing. In this regard, new tools to influence consumers and new ways of interacting with them began to appear. In digital marketing, concepts such as SMM, crowdsourcing, co-branding, in-branding, trans-consumerism, content marketing, SMO and others have emerged.
In a rapidly changing market environment, in order to maintain their competitiveness and market position, companies need to effectively use modern marketing tools and ways to communicate with consumers. In this regard, the popularity and importance of digital marketing is increasing.
The article discusses the main directions of marketing development in relation to promotion as an element of the marketing mix, explores the most popular modern promotion tools, identifies the advantages and disadvantages of using each of them. By analyzing the work of various authors, the current market situation and comparing means of promotion, the goal of this study is achieved - identifying trends in the development of marketing.
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