THE CONCEPT OF DIGITAL MARKETING 4.0: EVOLUTION, CHARACTERISTICS, TYPOLOGY

The relevance of the research topic is that digital marketing 4.0 is a new type of marketing that has not been developed in the management and economic literature. Digital marketing 4.0 is developing in the era of new digital technologies, refers to a marketing method that uses the Internet, computer communication technologies and digital interactive media to achieve marketing goals. Digital marketing 4.0 uses advanced computer networking technology to seek the development of new markets and find new customers in the most efficient and cost-effective way. The term “digital marketing” first appeared in the 1990s, and since 2000, it has become more sophisticated and considered an effective way to create deeper and more interactive relationships with customers. The development of digital marketing continues to grow. The book “Marketing Revolution 4.0: From Traditional to Digital” emphasizes that digital marketing is another evolution of marketing in which demand management is the core of marketing. The purpose of the article is to analyze the theoretical and practical aspects of the formation and development of digital marketing in the era of marketing 3.0 and 4.0. Digital marketing 4.0 is the practice of promoting products and services through digital communication channels for timely, relevant, individual and cost-effective communication with consumers. Digital marketing includes many Internet marketing (network marketing) techniques and practices. Research result: It has been studied the evolution of the digital marketing concept from 1.0 to 4.0. The process of managing digital marketing as a complex social and communication system is revealed. The mechanism of digital marketing implementation is explained. The directions and strategies of digital marketing are analyzed. The typology of digital marketing is revealed. The future development of digital marketing is shown. Further research should be aimed at assessing the possibility and adaptation of digital marketing 4.0 developments for use in the digital economy and further development of domestic marketing in the digital age.