Impact of Digital Marketing on the Buying Behavior of Consumer

Companies devote huge amounts of money to create digital relationships with potential customers. The article explores the task of promoting digital marketing and holistic marketing systems around the world and in the Russian Federation today. The article identifies the main trends of development, digital marketing tools, examines marketing solutions at different stages of management using information and communication technologies. The author considers the analysis of digital marketing - the transformation of consumer behavior under the influence of digital technologies and the current digital environment. The basis for further research on the behavior of potential consumers is being formed, which creates contact paths during the period of creating a marketing strategy, as well as tactics where digital technologies are quite powerful.