Digital technologies and their rapid development have a significant impact on all spheres of modern society. The impact of digitalization on economic relations, in particular on the development of e-commerce, has become particularly noticeable. In recent decades, electronic commerce (e-commerce) has firmly taken an important place in the structure of trade relations, gradually replacing traditional sales channels. Internet sales have ceased to be just an alternative to offline stores and have become the main tool of interaction between companies and customers. In the new reality, it is no longer enough for a business to be simply represented on the Internet. Modern conditions require active and competent use of digital technologies to achieve commercial goals and strengthen market positions. Online sales have become a priority not only for large companies and global brands, but also for small and medium-sized businesses that seek to remain competitive in the digital environment. A key tool in increasing the effectiveness of online sales is digital marketing (internet marketing), which encompasses a wide range of tools and methods for promoting products and services online. Despite the obvious advantages, digital marketing involves a number of difficulties. Many companies, especially in the small and medium-sized business segment, face problems with the selection and proper use of digital tools due to the lack of qualified specialists, limited budgets and insufficient information on digital marketing. Digital marketing (Internet marketing), which encompasses a wide range of tools and methods for promoting products and services online, is a key tool for increasing the effectiveness of online sales. Despite the obvious advantages, digital marketing involves a number of challenges. Many companies, especially in the segment of small and medium-sized businesses, face problems with the selection and proper use of digital tools due to the lack of qualified specialists, limited budgets and lack of awareness of modern trends and approaches. This leads to the fact that a significant proportion of businesses continue to use outdated and ineffective methods of promotion, ignoring the opportunities that the digital environment offers. This study provides a comprehensive examination of digital marketing and identifies the most effective tools and strategies for increasing online sales.
Susu-Turcan et al. (Mon,) studied this question.