Digital marketing Internet. This channel provides the use of any devices that have access to the global network: tablets, laptops, PCs, smartphones, etc. Advertisements are placed on the Internet (search, contextual, banner, teaser, etc.), diverse content is created for viral or passive promotion (text articles, videos, etc.), the rise of services and goods in social networks is carried out, the opinions of experts are published, the search engine optimization of the site is carried out. * Digital television. It is increasingly displacing analogue TV from the market and is increasingly integrated into the global network. One of the most widespread formats of Digital Marketing on a TV channel is the creation of short videos that are broadcast during commercial breaks. Also, creeping lines and other features are sometimes practised. * Mobile gadgets. These are smartphones, cell phones. The most popular way to promote using mobile devices is SMS sending messages with an advertising offer. It can be performed both according to the client base (that is, to the phone numbers of people who have already used the services or bought goods from this company) and according to independent sets of numbers. Other tools can also be used through mobile gadgets, for example, branded offers, WOW calls, advertising in various programs. * Local area networks. These can include corporate networks in one office, local networks in detached houses, city districts, etc. As a rule, advertisements for services and goods are distributed through this channel, aimed at an audience with a specific geographic reference. * Smart gadgets. These include various smart devices: scales, watches, fitness bracelets, and other gadgets with Wi-Fi connection to the Internet. For promotion, you can use branded applications and other tools. * Interactive displays. The devices can be installed in fitting rooms of shops, restaurants and cafes, chargers, POS terminals, etc. Interactive displays also include digital banners that are placed for advertising purposes. This channel is mainly used to distribute videos. Pop-up advertising windows are also actively used. * Social networks. Social networks are used for discussions, publishing and "independent" opinions, viral advertising, creating and maintaining groups. Banner or contextual advertising can be broadcast on social media. * Digital-art*. This channel implies various works of art, broadcast or created using digital technologies. This category includes electronic music, graphics, games, etc. The primary way of promotion is branding.

Digital Marketing Resources

Promotion involving the use of digital technologies can be carried out using different resources:

• Paid are sites that are paid for by the ordering company. This can be a digital banner, contextual advertising, etc.
• own - platforms that the company can use for free (for example, pages in social networks);
• It is accumulated - communication channels acquired by the company due to work done (for example, users who distribute a viral video).

How to choose channels, tools and resources

Similarly, with other areas of marketing, digital advancement starts with analytics. It is necessary to collect and analyze the following essential data:

• Parameters of the target audience. Gender, age, social status, interests, region of residence (for example, Moscow, St. Petersburg), etc., are of great importance. It depends on which digital technologies potential customers use. While products aimed at young people can be promoted through almost any channel, services and products aimed at older people are better advertised using traditional methods;
• Product characteristics. For example, app branding is often used