TELEGRAM AS A DIGITAL TOOL OF BUSINESS COMMUNICATIONS IN INTERNATIONAL MARKETING

International business is rapidly changing and developing, and the means of communication are also developing with it. Traditional methods of communication are becoming slow and ineffective. Telegram messenger has become one of the most popular digital business communication tools in international marketing. Telegram has the ability to perform the functions of not only a messenger, it is possible to run a full-fledged blog, create channels and chatbots. The article is devoted to theoretical studies of the use of the Telegram messenger as a digital tool of business communications in international marketing. The target audience of Telegram was analyzed: by age from 10 to 50 years, by the field of employment of users — information technologies. The advantages of using a messenger in international business as a means of communication between business partners are determined: speed, convenience, efficiency, confidentiality, security, creation and promotion of own channels, brand, free storage for files. We considered the possibilities of an advertising campaign (official and unofficial advertising), sales possibilities (directly and indirectly) and payments for goods/services (payment data are not available to Telegram or the seller — they are sent directly from the buyer to the payment system through protected channels) in Telegram. Tools and functions for simplifying work with personnel and organizing teamwork are described: creating your own stickers, voice chats, newsletters, Tellme, group video meetings, document management, creating chatbots, Telegram chat. Telegram as a digital tool of business communications in international marketing is a more functional messenger among others, has a large number of advantages. Convenient for organizing international business. It is Telegram that is able to significantly increase the target audience's interest in the product or brand as a whole. Telegram is the most popular, leading messenger that surpasses other applications by all criteria. With each update, he improves his system and develops it every year only in a better and innovative direction. Telegram is actively developing and therefore is a promising platform for its use as a means of business communications in international marketing.