Peculiarities of digital marketing in the era of globalization: an analysis of the challenges

Abstract

Today's dynamic world is characterized primarily by two defining factors: the rapid digitalization of various spheres of interaction and the globalization of relationships and technology. As a result, new uses of well-known practices are emerging, in particular digital marketing. Meanwhile, such structural transformations are characterized by a large number of challenges that can hinder rapid growth. This article examines the challenges facing digital marketing tools in the era of globalization and the prospects for minimizing the impact of the negative effects of these challenges on the performance of companies, as well as determining the economic effect of adapting to these challenges. The article aims to determine the peculiarities of the use of modern digital marketing tools in the globalization of the economic space and to highlight the proposals for the further effective operation of these tools. Research methods - comparison, analysis, synthesis, inductive and deductive methods. For the analysis, such tools as works of scientists, practical reports of agencies, and articles of industry experts were used. As a result of the study the main means of application of digital marketing tools in the context of the challenges of globalization were analyzed, specific challenges that can slow down the pace of implementation of digital marketing tools were identified, ways to overcome the problems associated with the modernization of digital marketing were proposed. The scientific novelty of the study is to determine the impact of current challenges of globalization processes on the development of digital marketing and digital commerce in general, in particular, through the analysis of the growing role of social networks and the use of the latest tools in marketing activities. The practical significance of the article consists of the prospect of deep application of the information given in the study to improve the effectiveness of the use of digital marketing tools. The study concludes that the relevance of adopting new digital tools will play a leading role in increasing revenues and will contribute to the rapid growth of commerce around the world.