DIGITAL MARKETING TRENDS IN CRISIS CONDITIONS

Abstract

The article defines the main trends of digital marketing in crisis conditions. The trends of its further development are revealed, taking into account the features of the modern stage of economic development, an integral part of which is the use of digital technologies. It was found that many tools have lost their relevance, marketers began to use innovative approaches in strategies, to find alternative options for brand and business promotion in limited conditions. The goals of digital marketing have been formed for the purpose of communication and keeping the attention of consumers, attracting new customers, increasing traffic and obtaining stable income. A critical analysis of scientific sources was studied in order to understand the specifics of digital marketing. Based on the analysis of the existing vectors of digital marketing development, we have identified the following trends: artificial intelligence, voice search, increased personalization, gamification, conversational marketing, development of mobile-oriented sites, zero-click searches, multi-channel marketing and user-generated content. It has been proven that the implementation of modern digital marketing trends is a tool capable of strengthening the company's position on the market, increasing the value of the company's offer to consumers, gaining the trust of the  target audience, and increasing the brand's rating in the search network. It is recommended that businesses should learn to adapt to new changes, be flexible and monitor digital marketing trends in order to respond in time to changes in consumer requests. Therefore, it is best to start adapting alternative methods of advertising, experimenting, implementing new technologies and trying new digital methods for an effective marketing strategy.