Marketing in digital economy

Recently, the digital economy has been aggressively introduced in Russia. It affects mobility, the importance of information as a source of values and the presence of network effects. This article reveals the meaning of the concept of digital economics, how marketing has changed with its appearance, the comparison of “renewed” marketing with traditional and the identification of advantages and disadvantages, as well as progress in marketing in the digital economy in other countries. There are presented the main activities in the field of education, tools and marketing organization. It is noted that the role of knowledge and competence is increasing in order to achieve marketing functions. In order to work safely in the digital economy, companies should accelerate their marketing competence aggressively. The aspects of personal and collective marketing competence that are in need of development in order to strengthen competitiveness in the digital economy are highlighted.