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CURRENT TRENDS IN THE APPLICATION OF THE DIGITAL MARKETING SYSTEM AT THE MOTOR TRANSPORT ENTERPRISE

Digital marketing is one of the modern concepts of promoting products / services and positioning the company's brand with the help of any available digital technology. The development of digital technologies, software, the latest means of communication and communication channels allows digital marketing to reach the consciousness of the consumer as effectively as possible. A large number of types of digital marketing is formed depending on the tools and channels of digital marketing. Communications play a special role in digital marketing, taking into account not only the means of their implementation, but also the quality of their reproduction, as well as the nature of the focus of the information flow. For digital marketing, it is important to form a feedback channel and obtain relevant information on the basis of which analytical data sets can be formed. The main advantage of digital marketing is a personalized approach to each individual consumer by actively studying his preferences through the formation of an array of data that contains information on customer searches. The formation of an advertising campaign in digital marketing is carried out on the basis of the results of the analysis and in accordance with the main strategic goals of the company. At the same time, the effect of reducing the company's strategic gaps with its main competitors is achieved during the process of the development of the strategy. Based on the fact that modern consumers actively use Internet technologies to purchase the necessary products and services, as well as taking into account a feature of trucking as a service, that is, the impossibility of separating its production from consumption, is virtually bypassing the marketing stage, the expediency of the use of digital marketing was noted in the study. As a result of the study, taking into account all the characteristics of digital marketing and its benefits and conditions of use, several optimal options for the use of digital marketing for trucking companies, whose products are the process of transportation, were determined.