The Impact of Digital Transformation on Companies' Promotion Strategies

Abstract

The article examines the impact of digital transformation on company «Yandex» promotion strategies. Key digital tools used by Russian companies are analyzed, including social networks, customer relationship management systems, and big data analytics. It is shown how integrating digital and traditional channels enhances consumer engagement, brand recognition, and customer loyalty. Practical recommendations are provided for adapting marketing strategies in the context of the digital economy.