COMPANY PROMOTION MANAGEMENT IN THE CONTEXT OF DIGITALIZATION

Nozdrina Yulia Ivanovna, Shcherbakova Natalia Sergeevna, Shchennikova Valeria Nikolaevna

In modern conditions, the company's market promotion directly depends on the effectiveness of the management tools used in this area. Today, digital technologies have become one of the main means of promoting products and services, due to their numerous advantages for both consumers and companies. The article discusses the main types of communication for the promotion of goods and services – personal sales, advertising, product promotion and interaction with the public. They can be used separately or in combination, including on the basis of digital technologies. The emergence and necessity of using digital technologies to promote products and services are due to a host of advantages. These included: reaching a large audience, high speed in the dissemination of marketing information, the possibility of increasing the effectiveness of control and current management of organizational processes, improving the efficiency of the process of receiving feedback from the consumer, the possibility of reducing the cost of marketing communications. The management of the promotion of goods and services through digital technologies is not associated with any external factors and has no physical, geographical or racial restrictions at a high rate of distribution. Such promotion helps to increase sales by attracting more customers and increasing the company's sales volume.

Keywords:promotion management, digitalization, digital technologies, promotion tools, business efficiency