Digital Marketing Tools in Balancing Interests in Tourism
The main aspects of using digital marketing tools in balancing interests in the field of tourism are considered in this article. The analysis showed that a set of sales channels in the Internet environment and a set of tools are formed, depending on the marketing strategy of the tourist enterprise. Considered are the basic tactics and tools related to the concept of digital marketing. These are: the company's website, digital marketing channels - online channels for promoting and attracting customers: SEO, online advertising, email marketing, sales funnel, content marketing, teaser advertising, SMM, etc.. It is proposed to apply the theory of portfolio investment to optimize investment in digital marketing tools to achieve a specific goal. The article uses a method of building a mathematical model that will optimally distribute financial investments in digital marketing. At the same time, balancing interests in the field of tourism on the basis of digital marketing tools is proposed on the basis of KPI indicators according to the selected goals.