THE ESSENCE, EVOLUTION, AND ROLE OF INTERNET MARKETING IN THE DIGITAL ECONOMY FOR SMALL BUSINESSES
DOI:
https://doi.org/10.5281/zenodo.22663143Abstract
The rapid development of the digital economy, the deepening of globalization processes,
and fundamental shifts in consumer behavior necessitate the reorganization of marketing activities in small
business entities based on modern digital technologies. Today, digital marketing has become a key factor
in strengthening the market position of small businesses, enhancing their competitiveness, and ensuring
sustainable development, as it enables them to reach a wide audience, establish eff ective and personalized
communication with target customers, and analyze performance results in real time under conditions of limited
fi nancial, time, and human resources. This paper examines the essence of digital marketing, its evolutionary
stages of development, and its role in the digital economy, while also clearly delineating the distinctions between
digital marketing and internet marketing, as these conceptual diff erences are methodologically signifi cant for
developing scientifi cally grounded mechanisms to improve the use of digital marketing technologies in small
businesses.
Keywords
small business, internet marketing, digital marketing, digital economy, marketing evolution, marketing technologies.References
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