Abstract: this article discusses the theoretical aspects of the concepts of digital marketing and digital promotion. Indeed, in the age of developing digital technologies, there is a huge demand from organizations and their employees for all possible electronic services. Maintaining the competitiveness of an enterprise requires a lot of effort, so now it is impossible to imagine an enterprise that would not use various kinds of advertising, namely digital promotion channels.
As the field of trade is highly competitive, any enterprise should be interested in digital promotion, as this is a relatively new direction, and it is only gaining momentum. Such actions will allow them not only to survive in the market, but also to function successfully in it.
Also, the article divides concepts such as “digital marketing” and “Internet marketing”, because many mistakenly perceive these concepts, not grasping the whole point. This paper considers the channels of digital promotion themselves, and also justifies the need to use such promotion. As more and more organizations are resorting to digital promotion due to the fact that it has already proven itself and gives great results.
Keywords: marketing, digital marketing, internet marketing, digital promotion, advertising, target audience, competitiveness