Researching global digital e-marketing trends

The main goal of the study is to identify global digital e-marketing trends in the world. The paper discusses the main aspects of the functioning of companies on the basis of the formation of the classical concept of marketing. The main constituent elements of the classical marketing concept, its advantages and disadvantages are highlighted. Based on the structuring of the main theoretical aspects of marketing development, the evolution of marketing concepts with historical aspects and their characteristics has been formed. The necessity of rethinking the existing business models of companies, which should be based on innovative e-marketing tools, is argued. The main ways and types of transformation of the classical concept of marketing in modern business conditions are highlighted. It has been shown that constant modernization, optimization and improvement of the efficiency of business processes are ensured through the implementation of key elements of e-marketing. Based on a critical analysis and generalization of existing approaches in organizing marketing activities, it is substantiated that ensuring the competitive position of a company on a world level is impossible without the use of e-marketing. The global trends of digitalization of e-marketing in the world were considered and identified. The presented goal is achieved by using the tools of economic and statistical analysis of modern trends in the development of e-marketing and a theoretical and methodological approach to identifying and structuring the main development trends, their directions, and main types. The obtained results of economic and statistical forecasting can be applied in practice in the formation of a company's marketing strategy, taking into account modern trends in the development of innovations.