The Study of Digital Marketing Utilization Business Performance: the Case of Global Corporations

Marketing is one of the most important activities of any company. In order to successfully operate in the market and compete with other players, global corporations are forced to look for new ways of promotion and how to attract target audience. Digital marketing is a relatively young sphere, which implies the use of digital channels and tools associated with them. This direction of marketing is actively implemented in the work of many companies, as it has great potential and significantly increases the effectiveness of marketing strategies. The purpose of this work is to identify the key channels of digital marketing, as well as its tools, which are most often used in the practice of multinational companies. In addition, the study aims to establish the impact of digital marketing on the effectiveness of the company's marketing. In order to achieve this, such methods as analysis of theoretical literature, statistical analysis of data and case study are used. The case study is based on a comparison of digital marketing strategies of such multinational companies as Apple Inc. and Samsung Electronics Co.