Proceedings of International Conference on Applied Innovation in IT
2025/04/26, Volume 13, Issue 1, pp.287-294

Digital Marketing: Tools, Trends and Perspectives


Iryna Polishchuk, Yuriy Dovhan, Oksana Yakushevska, Larysa Dovhan, Oksana Kravchenko and Viktoriia Petrova


Abstract: The article highlights the issues of modern marketing-oriented business response to new challenges associated with the rapid development of information and digital technologies and digitalization of the population. The purpose of the article is to highlight the results of researchers' approaches to understanding and content of digital marketing, reviewing its modern tools, trends, and prospects. Comparative, institutional, systemic, and structural-functional methods are used to conduct the research. The theoretical aspects of the application of marketing tools and the history of the emergence of digital marketing are briefly highlighted, the differences between traditional and digital marketing are identified. The researchers' approaches to understanding the content of digital marketing, its components, and its tools are reviewed. The key characteristics of digital marketing are identified. The main digital marketing tools that are currently used are described. Modern trends in their application are given. The possibilities of further development and prospects for the application of digital marketing tools in the near and more distant future are identified. It is emphasized that traditional marketing management support tools and marketing implementation tools are naturally transforming and becoming digital. It was concluded that modern businesses adapt to the digital environment and actively use digital marketing tools to meet the demands, maintain competitiveness, and achieve success.

Keywords: Marketing, Consumer, Internet, Digitalization, Digital Marketing Tools.

DOI: Under Indexing

Download: PDF

References:

  1. S. Kemp, “Digital 2024: Global Overview Report,” [Online]. Available: https://datareportal.com/reports/digital-2024-global-overview-report, [Accessed: 28 Feb 2025].
  2. I. Polishchuk, Yu. Dovhan, O. Hromova, L. Dovhan, and I. Hnydiuk, “Tools for Marketing Management of the Innovation and Investment Activity,” Financial and Credit Activity: Problems of Theory and Practice, vol. 2, issue 43, pp. 228-237, 2022, doi: 10.55643/fcaptp.2.43.2022.3654.
  3. A.S. Bist, V. Agarwal, Q. Aini, N. Khofifah, “Managing Digital Transformation in Marketing: “Fusion of Traditional Marketing and Digital Marketing,” International Transactions on Artificial Intelligence, vol. 1, issue 1, pp. 18-27, 2022, doi: 10.34306.
  4. G. Polydoros, “Digital Marketing Techniques and Tools in Covid-19,” International Journal of Research and Innovation in Social Science, vol. 6, isssue 11, pp. 86-91, 2022.
  5. A. Makrides, D. Vrontis, and M Christofi, “The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas,” Business Perspectives and Research, vol. 8, issue 1, pp. 4-20, 2019, doi: 10.1177/2278533719860016.
  6. N. Gupta, “Digital Marketing: Trends, Opportunities, and Challenges,” Asian Journal of Management, vol. 11, issue 4, pp. 434-440, 2020, doi: 10.5958/2321-5763.2020.00066.9.
  7. O.L. David, O.O. Adepoju, and E.R. Akinyomi, “Digital Marketing Tools and Sales Performance of Shoprite, Shopping Mall Akure, Ondo State Nigeria,” Open Journals of Management Science, vol. 3, issue 2, pp. 21-34, 2022, doi: 10.52417/ojms.v3i2.409.
  8. H. Saleh, “Enhance Small Medium Enterprise (Smes) Family Business in Malaysia Through E-Marketing Strategies,” International Journal of Scientific & Technology Research, vol. 9, issue 2, pp. 3374-3377, 2020.
  9. H.A. Salhab, “Analytical Study on the Impact of Digital Marketing Strategies and Performance of Small and Medium-sized Companies,” International Journal of Religion, vol. 5, issue 7, pp. 248-255, 2024, doi: 10.61707/aars0p68.
  10. S.-V. Pașcalău, F.-A. Popescu, G.-L. Bîrlădeanu, and I. Gigauri, “The Effects of a Digital Marketing Orientation on Business Performance,” Sustainability, vol. 16, issue 15, 6685, 2024, doi: 10.3390/su16156685.
  11. B. Antczak, “The Influence of Digital Marketing and Social Media Marketing on Consumer Buying Behavior,” Journal of Modern Science, vol. 56, issue 2, pp. 310-335, 2024, doi: 10.13166/jms/189429.
  12. M.C. Bermeo-Giraldo, A. Valencia-Arias, J.D. Ramos de Rosas, M. Benjumea-Arias, and J.A. Villanueva Calderón, “Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19,” Informatics, vol. 9, issue 86, 2022, doi: 10.3390/informatics9040086.
  13. M. Schaefer and O. Hetman, “Effective Tools of Digital Marketing Implementation,” University Economic Bulletin, vol. 41, pp. 67-74, 2019, doi:10.31470/2306-546X-2019-41-67-74.
  14. P. Chattopadhyay, “A Study on Various Digital Marketing Tools and its Applications: Descriptive Approach,” International Journal of Research Publication and Reviews,” vol. 1, issue 7, pp. 46-50, 2020.
  15. R. Sundaram, R. Sharma, and A. Shakya, “Power of digital marketing in building brands: A review of social media advertisement,” Journal of International Management, vol. 11, pp. 244-254, 2020.
  16. A.S. Munna, and S.I. Shaikh, “Impact of Digital Marketing Tools and Methods on SMEs and Proposed Recommendations,” pp. 173-191, 2023, doi: 10.4018/978-1-6684-7735-9.ch008.
  17. C. Coman, M.M. Popica, and C. Rezeanu, “The adoption of digital marketing by SMEs entrepreneurs,” in T. Antipova, and Á. Rocha (Eds.), Digital science 2019, vol. 1114, pp. 431-441, 2020, doi: 10.1007/978-3-030-37737-3_37.
  18. T. Amjad, “Digital entrepreneurial marketing: A bibliometric analysis reveals an inescapable need of business schools,” The International Journal of Management Education, vol. 20, issue 2, 100655, 2022, doi: 10.1016/j.ijme.2022.100655.
  19. B. Umadevi, and D. Sundar, “Revolutionizing Retail: The Impact of Digital Marketing Tools on E-Commerce Promotion,” International Research Journal of Modernization in Engineering Technology and Science, vol. 5, issue 12, pp. 3895-3903, 2023, doi: 10.56726/IRJMETS47929.
  20. M. Dykha, T. Ustik, O. Krasovska, D. Pilevych, Z. Shatska, and T. Iankovets, “Marketing Tools for the Development and Enhance the Efficiency of E-Commerce in the Context of Digitalization,” Estudios de Economía Aplicada, vol. 39, issue 5, 2021, doi: 10.25115/eea.v39i5.5234.
  21. G.R. Joshi, M. Com, and M. Phill, “Study on Comparison Between Traditional Marketing v/s Digital Marketing,” Journal of Emerging Technologies and Innovative Research, vol. 9, issue 1, pp. 544-555, 2022.
  22. HubSpot, “State of Marketing Report 2024,” 2024. [Online]. Available: https://www.hubspot.com/marketing-statistics. [Accessed: 30 April 2025].
  23. Statista, “Mobile advertising spending worldwide from 2007 to 2024,” 2024. [Online]. Available: https://www.statista.com/statistics/303817/mobile-internet-advertising-revenue-worldwide/ [Accessed: 30 April 2025].
  24. Statista, “E-mail Marketing Worldwide - Statistics & Sacts,” 2024. [Online]. Available: https://www.statista.com/topics/1446/e-mail-marketing/ [Accessed: 30 April 2025].
  25. Wyzowl, “Video Marketing Statistics 2025,” 2025. [Online]. Available: https://www.wyzowl.com/video-marketing-statistics/ [Accessed: 30 April 2025].
  26. Influencer Marketing Hub, “Influencer Marketing Benchmark Report 2025,” 2025. [Online]. Available: https://influencermarketinghub.com/influencer-marketing-benchmark-report/ [Accessed: 30 April 2025].
  27. Improvado, “ASUS Unified Marketing Data Across All Regions of Presence,” [Online]. Available: https://improvado.io/customer/asus. [Accessed: 30 April 2025].
  28. I. Polishchuk, Yu. Dovhan, I. Kramar, L. Dovhan, and O. Yakushevska, “Marketing Logistics and its Digitalization,” Proceedings of the 12th International Conference on Applied Innovations in IT, vol. 12, issue 2, pp. 199-205, 2024, doi: 10.25673/118134.
  29. E. Prunty, “Key Digital Marketing Trends for 2024,” [Online]. Available: https://digitalmarketinginstitute.com/blog/key-digital-marketing-trends-for-2024. [Accessed: 28 Feb 2025].

    HOME

       - Call for Papers
       - Paper Submission
       - For Authors
       - For Reviewers
       - Important Dates
       - Conference Committee
       - Editorial Board
       - Reviewers
       - Last Proceedings


    PROCEEDINGS

       - Volume 13, Issue 1 (ICAIIT 2025)        - Volume 12, Issue 2 (ICAIIT 2024)        - Volume 12, Issue 1 (ICAIIT 2024)        - Volume 11, Issue 2 (ICAIIT 2023)
       - Volume 11, Issue 1 (ICAIIT 2023)
       - Volume 10, Issue 1 (ICAIIT 2022)
       - Volume 9, Issue 1 (ICAIIT 2021)
       - Volume 8, Issue 1 (ICAIIT 2020)
       - Volume 7, Issue 1 (ICAIIT 2019)
       - Volume 7, Issue 2 (ICAIIT 2019)
       - Volume 6, Issue 1 (ICAIIT 2018)
       - Volume 5, Issue 1 (ICAIIT 2017)
       - Volume 4, Issue 1 (ICAIIT 2016)
       - Volume 3, Issue 1 (ICAIIT 2015)
       - Volume 2, Issue 1 (ICAIIT 2014)
       - Volume 1, Issue 1 (ICAIIT 2013)


    PAST CONFERENCES

       ICAIIT 2025
         - Photos
         - Reports

       ICAIIT 2024
         - Photos
         - Reports

       ICAIIT 2023
         - Photos
         - Reports

       ICAIIT 2021
         - Photos
         - Reports

       ICAIIT 2020
         - Photos
         - Reports

       ICAIIT 2019
         - Photos
         - Reports

       ICAIIT 2018
         - Photos
         - Reports

    ETHICS IN PUBLICATIONS

    ACCOMODATION

    CONTACT US

 

        

         Proceedings of the International Conference on Applied Innovations in IT by Anhalt University of Applied Sciences is licensed under CC BY-SA 4.0


                                                   This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License


           ISSN 2199-8876
           Publisher: Edition Hochschule Anhalt
           Location: Anhalt University of Applied Sciences
           Email: leiterin.hsb@hs-anhalt.de
           Phone: +49 (0) 3496 67 5611
           Address: Building 01 - Red Building, Top floor, Room 425, Bernburger Str. 55, D-06366 Köthen, Germany

        site traffic counter

Creative Commons License
Except where otherwise noted, all works and proceedings on this site is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.