Transformation of marketing tools in the digital economy conditions

The article considers the features of functioning digital marketing tools in modern economic conditions. Today, a significant part of marketing activities is carried out through the Internet. Introduction of innovative technologies in marketing resulted in continuous communication of companies (B2B or B2C) and the target audience in the World Wide Web. The article notes that digital marketing environment is constantly changing; consumer trends and search engine algorithms are pushing companies to constant search for various methods and techniques aimed at interaction with consumers. Finally, we have proposed some suggestions for effective use of digital marketing techniques in the activities of companies. It is concluded that the role of digital marketing tools has changed.