Аннотация
In the context of internationalization and globalization, the global business environment is rapidly changing under the influence of information technology and digital media. In this regard, understanding how to conduct business on the Internet nowadays is not only an integral part of the business but also an excellent way to grow the business itself. At the same time, consumers also receive a much broader range of products and services. In terms of building strong relationships and relationships with customers, marketers must first learn what their customers are. In general, it is obvious that digital marketing in any form has a positive impact on consumer behavior. Along with this, the digital revolution and the Internet raise threats for organizations and competitors. This article examines the problems of more effective management related to the development of the Internet and digital technologies in marketing activities. The processes of digital marketing are examined based on the analysis of the efficiency and global activities of the company «Alibaba Group».Key words: digital marketing, customer behaviour, traditional marketing, SMEs (small medium size enterprize), international business, local business, customer expectation, cognitive models, Alibaba Group.