The role of digital marketing in the business of companies

Kozoriz A. V.

This article explores the role of digital marketing in the business of the company. The author outlined the relevance and practical significance of the topic of the study. The place and peculiarities of transformation of the concept of digital marketing in the development of the private sector in the era of digitalization are considered. The role and characterization of tasks that perform chat bots as a key tool of digital (personalized) marketing has been studied.

Keywords:digital marketing, personalized marketing, artificial intelligence, chat bots, omnichannel approach, client-oriented strategy.