digital marketing

The industry of metal-plastic window structures is quite developed: this product is popular in many countries of the world. In Ukraine, the window market is growing relatively slowly compared to previous years, by 2019 and the beginning of the coronavirus pandemic, there was a market growth of 5-7%. The growth rate and development of the market depend significantly on the dynamics of con- struction, which is negatively affected by the bureaucratization of the process of obtaining permits (for construction or reconstruction).

Purpose – The purpose of the article is to study the evolution of digital marketing through the study of approaches to the interpretation of the categorical and conceptual apparatus; systematization of the distinctive characteristics of traditional marketing, internet marketing and digital marketing. The authors hypothetically suggest that digital marketing is the highest form of evolution of internet marketing and traditional (classical) marketing.

In the article the relevance of using modern digital marketing tools, namely the marketplaces, is investigated. The description of the “markeplays” concept is given, its types, main features and advantages of application are highlighted.  Describes its main advantages, disadvantages and features of application for the development of e-business.