A conceptual review of digital marketing (ციფრული მარკეტინგის კონცეპტუალური მიმოხილვა)

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Ivane Javakhishvili Tbilisi State University Press
The paper examines the role of digital marketing in business. The modern vision of digital marketing and the opinions of various scientists about the use of digital technologies in marketing are formulated. Digital marketing tools and their usage features are described here considering the change in consumer behavior. As a result of the analysis of various statistical materials, the paper presents the dynamics of changes in the number of Internet users in the world and in Georgia, as well as the number of users engaged in social media in Georgia over the last decade. It has been shown that the active use of digital marketing strategies in Georgian companies will help increase their competitiveness and actively advance in the market.
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Digital Marketing, Consumer Behavior Change, Digital Marketing Strategies
VII International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2022, pp. 188-195