Classification of Digital and Marketing Technologies in Trade Company Management

Nowadays, trading companies and commercial organizations are forced to adapt to various changes in the external world, simultaneously transforming internal mechanisms and building business processes using the latest digital technologies. This research aims to analyze the marketing tools that form a successful promotional strategy, study existing digital marketing opportunities, and determine the most effective tools. The research object is digital marketing tools that trading companies use in the face of change. The research subject is the relationships that arise when using marketing tools and using its results in practice. The research methodology is based on objective trends, significant connections, and dependencies. Key results boil down to expanding the practical use of available marketing tools. In conclusion, the author conclude that the presented marketing tools will increase the adaptability of organizations to current changes and can increase their profits. © 2025 Elsevier B.V., All rights reserved.