Labor market research in the field of digital marketing

The article focuses on the study of human resources in the field of digital marketing in the world and in Ukraine. The global economic crisis has affected almost all areas of business. Business representatives are forced to optimize the costs of enterprises, minimize non-production costs, look for creative, non-traditional ways to maintain the efficiency of production and business in general. One of the areas of anti-crisis activity should be digital marketing. The development of information technology has allowed to create a virtual environment with specific properties. This is the reason for the needs of employees in the field of digital marketing. The aim of the article is to analyze the human resources potential of digital marketing. Among the main objectives of the study are: to investigate the state of the global digital marketing market; to analyze the human resources in the field of digital marketing in the world; to study the personnel market of the digital marketing market in Ukraine. It is proved that the presence of highly qualified personnel, which form the basis of the organization's development, is important in the formation of strong digital potential. The study analyzed the evolution and development of the global digital marketing market and its human resources. The largest player in the market is Amazon, which is the leader in terms of number of employees. The capacity of the Ukrainian marketing market in general and digital in particular is insignificant compared to both Russian and European sales. Analyzing the structure of employment in Ukraine, it can be seen that the number of people employed in marketing is 7% of the total. However, interactive technologies are already used in Ukraine and the list of services of advertising agencies with the use of information technologies is expanding and deepening. With the development of Internet technologies, the profession of digital marketer is becoming increasingly popular in Ukraine and has great prospects for development in the near future. Therefore, the provision of highly qualified personnel is an integral part of the digital marketing industry, as employees are the main base on which the entire sector is based.