Abstract
<jats:p>The textbook highlights the theoretical and practical aspects of digital marketing that are emerging in the context of the digital transformation of the economy, business and customer experience. The article reveals the essence and features of digital marketing, its key tools and technologies used for marketing research and market analysis, customer experience management, as well as technologies of Internet marketing, mobile marketing, social media marketing, content marketing, Industry 4.0, etc. Special attention is paid to the practical aspects of the use of digital technologies in the marketing activities of organizations in order to form the professional competencies of future specialists. Meets the requirements of the latest generation of federal state educational standards for higher education. For students studying in the areas of 38.03.02 "Management", 42.03.01 "Advertising and Public Relations", 43.03.02 "Tourism" and other educational programs related to marketing and digital technologies.</jats:p>