Digital Technologies for the Development of Marketing Communications

The purpose of the research is to study modern technologies for the development of marketing communications in the digital economy, to analyze their application in the activities of Uber Russia, as well as to justify the vector of improvement of the methods used. In the chapter, the authors reveal the specifics of the digital technologies used at various stages of the development of marketing communications (digital technologies for market analysis, digital technologies for segmentation of the target audience, digital technologies for promoting goods and services). The authors analyze the strategy of development of marketing communications of Uber Russia, the digital technologies used by it, and the ways of promotion. The authors concluded that Uber Russia uses the full range of digital technologies for the development of marketing communications in the direction of market research, segmentation of the target audience, and promotion of services. However, many ways to present information in advertising messages, as well as some shareware channels can also be used by the company to attract the attention of customers.