Characteristics and trends of digital marketing development in the Russian market

The article reveals the theoretical aspects of digital marketing. Namely, the concept of digital marketing is given, its development at the present stage is considered, and the possibilities of using digital marketing tools and channels are studied. Trends in digital marketing, such as: content saturation; «manual format»; voice search; trending chatbots and virtual assistants; technologies of virtual (VR), augmented (AR) and mixed (MR) reality; advertising of small bloggers; digital advertising; artificial intelligence; story; individualization of marketing; streams; eSports. The conclusion is made: the peculiarity of digital marketing development in Russia is only that there is a part of the economy where there is not high competition and digital marketing tools are not interesting here and it has not been developed. Where there is high competition, digital marketing is still under development. Using digital marketing as a set of techniques and tools based on digital technologies in order to perform marketing tasks allows organizations to expand their audience, attract new customers and build long-term and productive relationships with them.