Over the past few years, b2c marketing has changed significantly. There is an increase in the use of digital technologies, an increase in the total amount of content produced by companies, and, as a result, a change in consumer behavior in terms of the use of digital information, which determines the relevance of the research topic. Under the current conditions, customers are becoming more selective, their requirements for companies are significantly increased. Consumers themselves determine and declare what potential suppliers can attract them with. In such conditions, it is extremely important to use all the tools of digital marketing channels, which are the most important component of digital marketing.