THE ROLE OF DIGITAL MARKETING IN THE ACTIVITIES OF A BUSINESS STRUCTURE

The purpose of the article is to determine the role and explore the features of digital marketing in the activities of a business structure in modern conditions. It has been established that today in modern marketing practice the concept of integrated marketing communication is widespread, which includes a marketing communication plan based on the need to assess the strategic role of each element (advertising, promotion, public relations, personal selling, exhibitions, packaging, direct marketing, etc.) to ensure the effective impact of communication programs to promote the brand of the business structure by finding the best combination in strategic advertising. It was found that digital marketing is an integrated approach to promoting business and products in the digital environment, including offline consumers. Digital marketing allows the integration of numerous technologies (social, mobile, web systems, CRM systems, etc.) in sales and customer service, ensuring constant high-quality communication between advertisers and end consumers. Digital marketing has been found to increase sales by simplifying the consumer's purchase and choice process, as well as saving time by providing product information quickly and completely. It was revealed that digital marketing research allows you to create an appropriate business intelligence system to identify competitive companies and create an effective mechanism for generating better offers than competitors, for example, for competing products or services. It has been established that digital marketing covers all types of interaction between a business structure and its customers that pass through the Internet. The features of digital marketing, the differences between digital marketing and Internet marketing, the characteristics of the target audience that digital marketing can focus on are revealed. The studies take into account individual ideas and some provisions, theoretical and practical aspects of the formation and use of systems and tools for economic diagnostics of activities and the development of a business structure. All this should be taken into account in the perspective of further research when studying the practical experience of Ukrainian business structures in the context of introducing digital marketing into their activities in modern conditions.