Digital marketing communications

Marketing has become a high -tech area of ​​activity. And the main driver of these changes is the transition of a significant part of the business to the Internet. Big Data (Big Data) on consumer behavior, artificial intelligence technologies for recognizing these data, automatic Internet services for the preparation and implementation of marketing solutions - today this is a reality in which modern experts in digital marketing communications work. The textbook was created to support such specialists starting their professional activities.
The authors of the textbook proceeded from the need to provide beginners "digitalists" with the necessary arsenal of technologies and practical tools for promoting in a digital environment. The main goal of the textbook is to help bachelors to prepare for work in communication/advertising agencies and advertising services of companies as specialists of advertising services and projects, digital communications managers, marketing web analysts, SMM specialists, directors of online stores, and digital products.
It is recommended as a textbook for students in higher education programs for the direction of training 42.03.01 "Advertising and public relations" (qualification (degree) "bachelor")