The Use of Traditional (Offline) Marketing Tools to Promote Digital Companies in the Context of Transformation of the Russian Advertising Market

As part of the modern transformation of the Russian advertising market, caused by the Covid-19 pandemic in 2020 and in 2022, the departure of large foreign advertisers, the cessation of the work of some popular advertising platforms, as well as changes in audience behavior. Digital companies face difficulties in promoting and attracting new customers due to high competition and changes in audience behavior. Even big tech companies like Google and Facebook* are turning to offline marketing to maintain their visibility and reach new audiences. The lack of a systematic approach to using offline tools in the marketing of digital companies can lead to missed opportunities for business growth and attracting audiences who do not use the Internet. The purpose of this work is to analyze the use of traditional marketing tools (offline) to promote digital companies in the context of transformation of the advertising market.