The Role of Advertising in the Organization of Digital Marketing Concept

The article considers theoretical aspects of the use of advertising in the framework of marketing in modern conditions. The relevance and conceptual necessity of highlighting the main role of advertising in the concept of Internet marketing of organizations in modern conditions are determined. The main theoretical aspects of the use of advertising as an element of the marketing complex are analyzed, which allowed the author to determine the conceptual need for the classification of existing types of advertising. Since in the theory of marketing there is no single approach to determining the main role of advertising, its essence, main types and use in the marketing mix, the author proposes the classification of advertising depending on the areas of its use. The modern types of advertising in the framework of the Internet marketing concept of an organization were structured, the main goals, objectives and key functions of advertising in the modern conditions of the global market transformation are formed. A theoretical substantiation of the key role of advertising in the framework of the organization's Internet marketing concept has been carried out, the main types of advertising have been structured with a description of their characteristics, advantages, and disadvantages of use in modern conditions. It is proved that the formation of the concept of Internet marketing is impossible without the use of innovative tools to promote goods and services such as advertising. The main trends in the development of the advertising market in the world were studied. The structure of the global advertising market for its key types, which are used in the concept of online marketing of organizations, is analyzed, and their average profitability (ROI,%) is analyzed in terms of tools, which confirmed the theoretical justification of the main role of advertising in the concept of online marketing of organizations, since the effective use of modern tools for promoting goods and services allows optimizing the level of expenses and ensures the growth of strategic financial indicators.