THE ROLE OF DIGITAL TECHNOLOGIES IN INTERNATIONAL MARKETING

Koryagina Inga, Efremova Yulia, Grigiryants Igor

Digital technologies have completely changed the approach to international marketing. They allow companies not only to enter new markets, but also to build closer and mutually beneficial relationships with customers around the world. The purpose of the article is to study the role of digital technologies in international marketing. The author concludes that the role of digital technologies in international marketing lies in the following opportunities: expanding access to international markets through e-commerce, mobile commerce and social commerce (using social networks), the ability to collect, analyze and interpret huge amounts of data that help companies better understand their customers and identify their needs and behavior in different countries, the ability to offer personalized content and adapt offers to the cultural and linguistic characteristics of different countries., the ability to automate the processes of creating, launching and analyzing advertising campaigns, as well as improve customer interaction through artificial intelligence, virtual and augmented reality. However, for the successful use of digital tools, it is necessary to take into account the cultural, economic and technological characteristics of the target markets, as well as to be prepared for changes in the digital environment.

Keywords:digital technologies, digitalization, digital marketing, international marketing, e-commerce