Transformation of marketing interaction tools in the context of digitalization of the economy

Abstract

In modern conditions, the success of marketing communications plays a key role in business development and its long-term functioning. Therefore, the question of the effectiveness of the use of marketing tools and their changes is becoming increasingly relevant. Digitalization has significantly affected the communicative functions of marketing, transforming traditional marketing tools and creating new ones. The aim of the work is to consider the evolution of marketing interaction tools and to identify modern trends in their development. The study made it possible to study the impact of digitalization on various marketing interaction tools.