Digital promotion: theoretical aspects

Nowadays, digital technologies are substantially used in almost all sectors and spheres of economic activity. The article reveals the essence of digitalization of business processes, including organizational activity such as marketing. It is shown that at present, marketing is increasingly carried out through digital channels in almost all its aspects. This includes the promotion of products by means of tools and methods relevant to these channels. This requires the development of the theory and tools of product promotion based on the use of tools and methods that are relevant within these channels. The article presents an analysis and characterization of the “digital promotion” phenomenon and formulates the definition for this term.