Digital Economy and Tools of Social Marketing
Product promotion of any organization is impossible without such tools as advertising, sales promotion, PR. The use of digital platforms expands the boundaries of the output of the manufactured product to various territorial markets. At the same time more and more organizations are involved in the use of networks as a way to promote and form a variety of marketing tools. This ultimately creates competitive advantages for organizations. In turn, the process of economy digitalization is accompanied not only by structural transformations in society but also by changes in the very behavior of the consumer. This makes it necessary to determine the impact of economic digitalization on the development of modern marketing tools. From the point of view of digitalization of the regional economy, it is necessary to state the fact that new tools of modern marketing are still not being used sufficiently, despite the requirement of more significant level of their application. The article presents a study of the impact of the use of modern technology on the promotion of goods using tools modern marketing. The results of the use of social marketing tools, the expansion of the boundaries of their application due to the influence of the process of digitalization of the regional economy are presented.