Digital marketing strategy and the impact of artificial intelligence on its development

modern software for the implementation of digital marketing strategy tasks is actively developing, taking into account new trends in the organization of marketing activities of enterprises, organizations and institutions of all forms of ownership and business sectors. The software is based on next-generation technologies and represents elements of artificial intelligence. The purpose of the study is to examine the specifics of the development of a digital marketing strategy and the impact of artificial intelligence on its development. The use of artificial intelligence technologies in marketing is quite popular when creating personalized offers for customers in the market of goods and services based on the results of marketing research and evaluation of the average purchase receipt and consumer behavior on the Internet and on social networks. The developed modern machine learning algorithms interact with innovative technologies and are able to analyze purchase history, search queries and even social media to form personal offers that best meet the needs, tastes, interests and needs of an individual customer. The listed advantages of using artificial intelligence technologies in the formation of a digital marketing strategy allow us to identify important strategic vectors based on the results of marketing research and consumer behavior assessment. Marketing service marketers should systematically improve their professional skills to work with innovative technologies and develop competencies to develop organizational and digital culture to bridge the digital divide and enhance digital maturity.

strategy, marketing, digital marketing, artificial intelligence, innovation, digitalization, digital culture