THE BENEFITS OF BRANDING ADVERTISING USING DIGITAL TECHNOLOGIES

Abstract

The global experience of using digital technologies in branding shows that they are necessary for building the most personalized relationships with consumers, as well as for monitoring the effectiveness of promotion strategies. Social media, content marketing, virtual and augmented reality, artificial intelligence, and big data are all tools of modern technology that allow for creating a unique and interactive experience with a brand. The presence of a brand on the Internet simplifies the process of retaining old and attracting new consumers, often without significant financial investments in marketing campaigns, as being in the same digital space simplifies the process of transferring information from the brand to the customer and vice versa. The company examples described in the article demonstrate the successful use of these tools in global and local markets.