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.
The article is dedicated to features of the electronic business definition. Any types of interactions between electronic market subjects with modern information technologies usage form a multicomponent concept of “electronic business”. The main purpose of this interaction is to generate revenue through the digital capabilities of the network. Electronic business should be considered as an entrepreneurial activity using modern information and communication technologies for profit.