PECULIARITIES OF USING DIGITAL MARKETING TOOLS IN THE DEVELOPMENT OF INTERNATIONAL COMMUNICATION TRATEGIES

Current trends in the development of communication strategies of business entities are characterised by the use of integrated means of promotion, i. e. digital tools and creative approaches to effectively engage the audience. Therefore, a comprehensive study of the process of using digital marketing tools in the development of international communication strategies will allow developing effective strategies for integrating digital technologies, improving customer interaction, expanding sales markets and optimising business processes.