Startup marketing: features, digital tools, and promotion channels

The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves explaining to the target audience the essence of the idea that underlies the startup; focusing attention on marketing research ideas based on a certain product that does not yet exist; each start-up requires separate attention and the development of marketing measures in the form of its industry specifics, the availability of funds; marketing tools vary by stage of the startup life cycle. The process of justifying the strategic marketing complex provides a certain sequence of actions: choosing a marketing concept; strategic analysis of the marketing environment; identification of the start-up life cycle; selection of marketing complex strategies; implementing strategies into a system of programs, projects, plans; implementation of strategies; control and evaluation of efficiency. The most effective channels of promotion and communication with startup customers are recognized as digital marketing - a type of marketing activity that uses various forms of digital channels to interact with consumers and promote the brand. Digital marketing tools include: creating your website, distributing information through social networks, e-mail distribution (direct mail marketing), webinars, blogs, banner advertising, contextual advertising, games, quests, surveys, interactive postcards, augmented reality, video services, interactive surfaces, animations, etc. Social media is a powerful marketing strategy tool for startups. The implementation of the SMM strategy for startup projects will contribute to the reduction of marketing costs and will ensure the promotion of the startup idea through the Internet most efficiently and rationally. Conclusions and direction for further research. Startup marketing is a necessary component of an innovation project. Marketing activities, methods, and tools differ significantly depending on the stage of the startup life cycle. At the initial stages of a startup's implementation, its financial capabilities are limited, so significant costs for marketing activities are, of course, not applicable. That is why the use of digital marketing tools will complete the startup developers to provide information and promotion of the product while maintaining the budget constraints of the project.