Development of Internet Marketing and Digital Marketing in the Conditions of Digitalization of the Business Environment

In the context of changing business rules and the formation of virtual reality for e-commerce, marketers should take care of acquiring practical competencies in the field of high-quality application of digital marketing and expanding business opportunities. The marketing policy of a business entity that quickly uses each subsequent generation of digital tools in its advertising activities has every chance not only to retain its customers, but also to quickly acquire new ones, expand its market of consumers and users. The article substantiates that progressive development in e-commerce and expansion of the virtual consumer market can be achieved with the help of modern, progressive methods of Internet marketing, economically sound advertising management and competently made marketing decisions. Statistical data shows that the priority sources as of February 2025 are search engines (32.8%), television advertising (32.3%), and brand websites (25.8%). Valuable in marketing terms is information that people share orally with each other. Potential users and consumers pay the least attention to marketing information posted on billboards and posters (16.5%). Advertising on social networks is a source of marketing information that loses value for people as they age. People over 65 prefer advertising on TV (52.1%). The reason is that at a respectable age, people are more “attached” to watching television shows and movies on TV. People of the third generation communicate a lot with each other, and therefore the transfer of marketing information orally takes second place in this group (42.6%). It’s argued that the existing digital transformation of business lays the foundation for the future development of digital marketing on the basis of innovation. Global advertising revenues in 2024 amounted to $1.090 trillion, which is $0.195 trillion more than in 2021 and 1.51 times more than in 2019. The scientist is of the opinion that the development of Internet marketing for conducting virtual business and digital entrepreneurship plays one of the main roles, because it allows you to quickly find a consumer, retain him with the help of various kinds of promotions, which has a positive impact on the formation of company profits.