The article deals with the problem of the development of mathematical speech of primary school students in the conditions of the active formation of the digital educational environment of the modern school. The content of the concept of «mathematical speech» is disclosed and its components are presented, the work with which must be organized in mathematics lessons. Various interpretations of the concept of «blended learning» are given, which allow us to determine the main idea of its implementation in the learning process. As a means for the development of mathematical speech, digital resources were chosen, which form the basis of the selected methods of educational activities implemented in the context of blended learning in mathematics.
The purpose of the article is to highlight the methods of educational activities aimed at developing the mathematical speech of primary school students, the implementation of which involves the use of digital resources in the implementation of various models of blended learning in mathematics. The article provides examples of specific tasks that are aimed at developing the mathematical speech of students and the features of their development using the capabilities of information technology.
Results of the study: methods of educational activity for the development of mathematical speech of primary school students in conditions of blended teaching of mathematics were identified; various options for organizing a lesson using these techniques are proposed; examples of digital resources that can be used to create tasks for the development of mathematical speech of students are given. The results obtained can be used in the practice of mathematics teachers for the development of mathematical speech of primary school students in conditions of blended learning.

 This article is devoted to the analysis of the coronovirus lexicon that has been formed in the German language over the past three years and how to master it in the process of learning the German language. The stated topic seems to be relevant, since it reflects modern linguistic and social trends, as well as the necessity dictated by them to take into account extralinguistic and linguistic factors in teaching a foreign language and in the process of forming German-speaking lexical competence. Based on the study of the thematic glossary in the digital lexicographic sources of the German language, the main semantic, word-formation, stylistic and graphic features of the analyzed thematic group are revealed. Based on the results of the linguistic assessment, the authors of the article formulate a number of didactic proposals for the analytical perception and assimilation of the presented language material by learners of the German language. A system of exercises for presentation, systematization, training, word-formation and communicative activation of the coronovirus thesaurus is proposed. Taken as a basis, a set of exercises for the development of lexical competence, developed by T. M. Serova and G. R. Chaikina, is developed and refined in this article, taking into account the specifics of the thesaurus under study. The theoretical and practical significance of this work lies in the further analysis of the linguistic nature of the coronovirus lexicon, including the problems associated with the study of paradigmatic relations, word-formation processes in it and its lexicographic fixation, as well as an attempt at linguodidactic development of this neological vocabulary fund. This article proposes a step-by-step algorithm, types and examples of tasks for the formation of foreign language lexical competence when working on a corona virus thesaurus in the educational process.

The rapid development of computer technologies, their introduction into almost all spheres of human activity contributed to the emergence of a completely new environment – virtual. The article presents the methodology of working with the use of the Espace virtuel training platform in French language classes at a pedagogical university. The concepts of virtual educational environment, learning platform, educational space are disclosed, the features of working on the Moodle platform used by teachers of the FSBEI VO «OmSPU» are presented, and the stages of working on the virtual online platform Espace virtuel are described in detail. At the organizational stage, students get acquainted with the Espace virtuel platform, at the content stage, students work with the materials presented on the platform. At the first two stages, the teacher helps students to work with the platform materials and acts as a consultant. At the reflexive stage, students analyze, introspect and evaluate their activities, the teacher at this stage acts as an expert. The Espace virtuel platform is an integral part of the educational process and is used by teachers of the French Language Department of the FSBEI at «OmSPU» when teaching students all types and aspects of speech activity in French. The results of the study confirm that when working on this platform, first-year students most successfully develop basic language and speech skills and abilities, and a teacher using the Espace virtuel platform can provide personalized feedback, track the results of students’ mastering the curriculum and, in case of gaps, offer an adjustment program.

The possibilities of such a training session as a seminar in educational institutions of higher education are difficult to overestimate. Nevertheless, pedagogical practice shows that the quality of the seminar depends on understanding its essence, features and the order of the actions that must be performed by both the teacher and the students to achieve the intended educational goal. The authors of the article, using the example of teaching the academic discipline «Criminal Procedural Law (Criminal Procedure)», describe the algorithm for considering the educational issue at the seminar. Based on the purpose of the seminar, they determine the stages of the seminar, such as: formulating the question of the seminar; student performance; setting clarifying questions by students for the speaker; setting questions by the teacher for the speaker and students; student additions; summing up the results of the seminar by the teacher. When considering each stage of the consideration of the educational issue at the seminar, the authors of the article draw the attention of teachers, how each stage is built, “what pitfalls” a teacher can expect in a particular educational situation, and how it is possible to solve the pedagogical and methodological problem that has arisen. The authors of the article also draw attention to the fact that two mandatory components are necessary for holding a seminar: a teacher and students, where the teacher acts as a coordinator of this process.

 The formation of students’ motivation still remains one of the central ones in modern pedagogical theory and practice. This article considers the problem associated with the formation of educational motivation for the development of subject knowledge in mathematical disciplines. An analysis of the organization of students’ educational work and the study revealed the absence (or only to a small extent) of a developed ability to involve theoretical material in solving problems. The aim of the work is to study the theoretical and practical aspects of the formation of educational motivation using educational tasks, which are a means that can direct and stimulate the motivation of students.
The article reveals the concepts of «motive», «learning motivation», «learning task», lists the main structural components of a mathematical problem, analyzes the conditions that contribute to the formation of learning motivation. Based on the nature of the requirements for the task, the following types of tasks are identified: for recognition, modeling, proof, research and transformation, and the use of the information and operational basis for solving these types of tasks is described, which contributes to the formation of educational motivation for the study of theoretical material.
The authors analyzed the structural and component composition of the problem in order to create conditions that ensure the formation of educational motivation for the study of theoretical material of mathematical content.
The article proposes exemplary tasks that help create conditions for the implementation of the main stages of motivation in solving a problem: attracting attention, supporting cognitive interest, giving meaning to learning, increasing confidence in the possibility of solving a learning problem and satisfaction with the learning process itself for each of the structural components of the problem (the goal of solving dictated by the requirement or question to the problem; conditions and factors as prerequisites for the application of the solution method and the correctness of the solution itself; construction of the solution method). He proposed tasks are based on the existing personal experience of students, awareness of the prospects for applying knowledge, a combination of different ways of studying (individual, pair, etc.) the material, providing students with the opportunity to independently choose the level of complexity in studying theoretical material, etc. The effectiveness of the described approach to the formation of motivation is confirmed by positive the results of the study, including the survey and survey. The described techniques for the formation of learning motivation can be applied by teachers not only of mathematics, but also of other disciplines.

The article discusses the development of linguistic creativity in teaching the discipline «Stylistics and literary editing» for students of the specialties «Advertising and Public Relations» and «Internet Marketing». The relevance of this research is due to the fact that future specialists in the field of advertising should be quickly and effectively involved in the creative process, without which it is impossible to imagine the creation of creative language units in modern copywriting.
The purpose is to describe the creative work of students based on the thematic organization of language material, to present tasks with which the teacher develops linguocreative thinking.
The research methods in our case were: theoretical (study, analysis and synthesis of scientific literature in the field of linguistics, pedagogy, teaching methods; learning outcomes after the experiment), empirical — observation during the pedagogical process, statistical – registration method. The theoretical and methodological basis of this study was the works of domestic and foreign scientists devoted to the consideration of language play, linguocreativity. The result of the developed methodology are tasks aimed at the development of linguistic creativity, as well as bright and attention-grabbing names of goods and services created by students, advertising headlines and slogans that can be used both in classes when teaching language disciplines and directly in advertising activities. The author of the article came to the conclusion: such work makes it possible to enrich the vocabulary, to find words more capacious in meaning, suitable for introduction into a given context. In addition, creative work organized on the basis of the thematic organization of language material is performed much faster and is evaluated as bright and diverse. Studying the specifics of a particular advertising activity, creating linguistic units in one lexical plane, students imperceptibly become involved in the process of linguistic creativity, which we noted when analyzing new words, slogans, headlines created at the second stage of the pedagogical experiment.

In the article, the author’s situational and communicative technique «Making Preparations» of teaching English is presented. The purpose of the research is to describe the theoretical and methodological basis of the technique aimed at achieving meta-subject results (universal communicative skills) of teaching English secondary school students. The theoretical and methodological basis of the study is a communicative-activity approach and a situational method of teaching a foreign language. The author defines the essence of meta-subject educational results of teaching secondary school students. The article describes the universal educational communicative skills of students that can be performed in communication and interaction. In order to develop the universal educational communicative skills of students that ensure the achievement of the meta-subject results, the author’s situational and communicative method of teaching English «Making Preparations» has been developed. The description of the technique implementation is described in detail: its purpose, contingent, duration of implementation, instruction for teachers, procedure of students’ activities evaluation based on particular indicators. Various technique variants based on studied topics that can be used in foreign language classes are presented. Recommendations for the English language teachers, which contribute to increasing the effectiveness of the given technique implementation, are proposed. The presented results of the study can be applied in teaching English secondary school students. The author comes to the conclusion that the systematic use of the situational and communicative technique «Making Preparations» based on the communicative-activity approach in foreign language classes leads to the achievement of meta-subject results specified in the federal state educational standard of basic general education and in the English language curriculum programme.

The article considers the issue of legal regulation of the activities of marketplaces (online retail sites) from the point of view of determining definitions, operating conditions and features of their legal status. The subject of the study is the evolution of civil legislation regulating the activities of online retail trading platforms in the field of consumer protection and antimonopoly regulation.
The author draws attention to the lagging nature of the legislative consolidation of already established forms and practices of online trading via marketplaces. She notes that marketplaces seeking to create their own «ecosystems» enter the areas of legal and economic regulation, which are traditionally considered to belong to the state. The evolution of ideas about online trading and marketplaces as the main platforms for it in the legislation of the Russian Federation is traced. It is stated that until now the term «marketplace» has not received a single legal definition, and attempts to form it are limited to a relatively cursory glance on the digital platform as an information agent, which through the use of computer programs provides consumers with access to information about goods, gives them the opportunity to conclude a contract and pay for goods. Conclusions are drawn that the boundaries of interests, opportunities for influence and responsibility of marketplaces in the market system of the Russian Federation are not completely clear to either the legislator or the marketplaces themselves. However, the state actively controls the most conflicting area of relations — between marketplaces and buyers and does not so effectively grope the boundaries of their influence on the development of the Russian market

The latest digital technologies are becoming increasingly important in the life of the state and society every day. The coronavirus epidemic at the end of 2019 marked a new digital era in which most bureaucratic processes began to take place remotely. The introduction of restrictions and risks associated with the pandemic could not but affect the work of the courts. As a result, procedural deadlines, access to justice and protection of the rights of citizens and organizations were affected. However, it cannot be denied that the pandemic period has also had a significant progressive impact on the resolution of court cases.
This article is devoted to a comprehensive study of the digital transformation of Russian legal proceedings. The most promising areas of digitalization of court activities, as well as the most important practical problems, are analyzed.

The strengthening of State sovereignty is closely related to justice as a type of State and administrative activity. The authority of justice is directly related to trust in the judicial system, courts and judges. The competence of the court covers not only the aspects of the functioning of the state, it covers all aspects of the life of every citizen and associations of citizens on economic, political, social, cultural platforms. Using the example of the legal status of the chairmen of district courts as the courts closest to the population in the EAEU countries, the author analyzes the transformation of their competence and powers in the field of judicial protection.
The importance of the competence of the chairmen of the courts in organizing the activities of the courts in the field of information policy of the judicial system, the prompt and high-quality introduction of information technologies into the work of the courts, objective informing the public about judicial activities, increasing people’s confidence in the law and the court is noted.

The article is devoted to the consideration of opportunities for the development of hightech industries as a locomotive (driver) of Russia’s economic growth in modern conditions. The development of high-tech industries is an integral part of the Fourth Industrial Revolution and the evolution of the sixth technological paradigm. The article analyzes Russian and foreign scientific literature and gives a holistic view of the approaches to understanding high-tech industries as a point of economic growth. Three approaches to categorizing industries as high-tech industries are compared: Rosstat, UNIDO, OECD. In addition, the approach based on the economic complexity of products is considered. The authors analyze the following indicators: the share of products of high-tech and knowledge-intensive industries in gross domestic product, the contribution of high-tech industries to gross value added, the share of high-tech goods in total imports, the share of high-tech goods in total exports, the share of organizations engaged in technological innovation. It is concluded that when choosing the priorities of industrial policy — the sectors that are the drivers of economic growth — it is advisable to stimulate the production of high-tech equipment and the introduction of technological innovations in production. The promising hightech industries that could act as locomotives of economic growth are chemical production and production of computers, electronic and optical products.

In the modern economy, there are a variety of tools for attracting financial resources for various needs of municipalities. The purpose of the work is to identify the features of municipal securities, and also to show that this will allow municipalities to attract additional funds to solve various problems, such as the development of infrastructure, education, healthcare, social sphere and other important projects that contribute to the well-being of residents of the region. The result of writing this study is to present steps to ensure transparency and protect the interests of investors, which requires efforts on the part of both municipalities and regulatory authorities. The author of the article came to the following conclusions: ways to improve and comply with high standards of financial transparency, which will help develop the municipal securities market and attract new investors, are subject to discussion.

The purpose of the study is to determine the methodology for assessing the stages of digital transformation of agriculture in Russia. In this study, part of the work was carried out on the formation of criteria for assigning indicators to a specific stage and considering actions in the process of their assessment. The article is theoretical in nature. The methodological basis of the study is the process and system approaches. The scientific novelty lies in the substantiation of the assessment of the stages of digital transformation of agriculture in Russia and the need to introduce an integral indicator calculated on the basis of consistent aggregation of indicators for assessing each stage and necessary for constant monitoring of transformations in the industry and the formation of recommendations to achieve the maximum percentage of productivity increase through the introduction of digital technologies.
It is revealed that the existing assessment of the level of digital maturity according to the methodology for calculating the target indicator «Achievement of «Digital Maturity» of the agricultural sector characterizes only partially the stages of informatization and digitization proposed by the author. To solve this problem, an integrated and systematic approach is proposed, implying coverage of all stages of digital transformation: from specification (setting goals and objectives for digital transformation) to decision-making based on digital data and changes in business processes within a single digital ecosystem. Based on this approach, a methodology should be developed for assessing the stages of digital transformation of agriculture in Russia, the results of which will make it possible to understand at what level of digital transformation the industry as a whole or an individual farm is at the date of assessment.

In the context of increasing geopolitical tensions, the spread of regionalization trends and the problems of functioning of global supply chains, states are actively improving import substitution strategies towards the formation of production oriented to the domestic market. The problem of developing an import substitution policy with a course towards reorientation to the domestic market, localization of production and creation of own solutions in the field of science and technology is currently relevant in Russia. The purpose of this study is to analyze foreign experience in managing the development of industries oriented to the domestic market under sanctions pressure and the possibilities of its use in Russia. The author chose China as the most suitable country for analysis. The author analyzes the measures of state support for China’s industry, including the «double circulation» strategy, which laid the conditions for the transition from the model of extensive economic growth to intensive, as well as from the export orientation of production to the orientation to the domestic market. It is revealed that the engines of economic growth in China’s new economic policy are innovation and domestic consumption of the middle class of the population. The directions of improving China’s economic policy are highlighted, which can be used in the transformation of industrial management mechanisms in Russia.

 The relevance of the study is due to the fact that the creation of innovative goods and services involves a set of marketing activities to assess the market situation. Intellectual leadership becomes the basis of strategic foresight. Understanding the horizon of opportunities for an industrial enterprise reflects the trends in the evolutionary development of industry markets and their respective competencies. The formation of key competencies contributes to the elimination of marketing myopia. In this regard, the author identifies changes in the main trends in consumer demand, presents an analysis of innovative transformations of the industry in the context of building technological sovereignty, and the level of innovative activity of organizations. The innovative development of the economy actualizes the need for a detailed theoretical analysis of understanding the transformation of production processes associated with the formation of nuclear competencies, building a client-centric business model. The purpose of the study is the application of a competency-based approach in the organization of marketing activities. The author presents the construction of a client-centric business model in the B2B market. The practical significance of the study lies in the fact that strategic business thinking will create a condition for the formation of new functionality and a new product concept, which requires the development of new key competencies and the implementation of a strategy for advanced development. The construction of a strategic architecture for the organization of marketing activities provides for the implementation of a strategy of advanced development, the basis of which is new key competencies, innovative products and services are created, new competitive advantages are formed, the result is the improvement of business processes and the construction of a client-centric business model, which determines the strategic capabilities of an industrial enterprise and reflects new directions of development.

The article describes the socio-economic reasons for the formation of a consumer society and the emergence of the concept of responsible consumption. Responsible consumption models are considered — “weak/reformist” and “strong/revolutionary”. Differences in the culture of consumption in Western countries and the USSR are analyzed. The key factors of responsible consumption are systematized: ecological, social, ethical, rational, and an empirical model for their study is proposed. In the measurement model used, 12 indicators are distinguished, reflecting the influence of four main factors that shape responsible consumption practices. The main strategies for responsible consumption of Omsk residents and the conditions that determine the formation of social practices corresponding to them are singled out. The article is based on the data of a sociological study conducted in Omsk in 2022. The study sample is a quota, representing the population of the city by sex and age, 384 people. Data collection was carried out in crowded places. Data analysis was carried out using SPSS software using frequency analysis and contingency tables. Significance and significance of differences were assessed using the chi-square and V-Kramer tests. An analysis of the results obtained shows that the motives for responsible consumption are not predominant in the consumer practices of Omsk residents. Respondents who follow the norms of responsible consumption are guided by rational and environmental factors, reproducing the model characteristic of the Soviet period, only young people are more sensitive to ethical and social factors, which is typical for responsible consumption practices in Western countries. The predominance of existing practices of selfrestriction in consumption is largely due to the low income of the respondents.

The article analyzes approaches to evaluating the effectiveness of a company’s corporate website. The website is considered as a communication tool of the company with consumers, as a way to achieve marketing goals aimed at increasing sales and brand awareness, entering new market segments, as a feedback mechanism with customers to update the range of products and services. The purpose of the study is to determine the methods and indicators for evaluating the communication effectiveness of the company’s website. The methodological basis of the study includes the Rossiter-Percy matrix method, a survey, and the statistical method of conjugacy tables. The object of the study is a full-cycle web studio «Contact Plus». The following indicators of the communication effectiveness of the website were selected: an increase in traffic and average time spent on the site; conversion; consumer satisfaction with interaction with the company through the website. Using the method of conjugacy tables, the hypothesis of the existence of a relationship between the level of satisfaction of respondents and the probability of visiting the site for further purchases was tested and confirmed. As a result of the implementation of the methodological tools proposed by the authors, the key problems of the Contact Plus website were identified and recommendations for their elimination were developed. The communication efficiency of the company after the implementation of the proposed action plan is evaluated. The results obtained can be applied by companies that interact with customers using a website on both B2B and B2C markets.

The article reviews the views of scientists on the definition of a “personal brand”, the fundamental principles of a personal brand: reputation, image, identity. The main features inherent in a personal brand are highlighted. The relevance of the topic of using storytelling to build a personal brand is explained by the presence of high competition in the Internet environment and the wide availability of self-presentation tools. Thanks to digital technology, we have an abundance of information sources, which negatively affects its memorization. According to the Ebbinghaus curve, already in the first hour after receiving it, 60% of information is lost, 65% is forgotten within 10 hours, 80% is forgotten after 6 days. The purpose of the work is to study the use of storytelling in online communities of fashion bloggers on users’ perception of their personal brand. The study was carried out in three stages. At the first stage, online communities of personal brands were studied, the presence and phase of storylines in the description of the profile of personal brands, the use of archetypes, indicators of reputational variables, the format and types of published content were assessed. It was found that building a certain image through the narration of a story with a certain plot and characters allows you to retain the attention of the audience and involve it in interaction with the brand, and affects the improvement of reputation indicators. At the second stage, the archetype of the object of personal brand formation was identified and the internal and external elements of the personal brand were described. At the last stage of the study, the instrumental values of the target audience were determined. Users perceived the personal brand through the person-brand himself and his environment. Persuasive storytelling improves personal reputation in online communities. Storytelling creates a stronger connection between the brand person and community members and can help position the brand more attractively.

At present, a modern university campus is an important component of international competitiveness, an object for creating a comfortable urban environment and a center for attracting investments.
Thus, the university campus should not only be convenient and functional for students and teachers, but also contribute to the social adaptation of students and the development of student life. It is important to create comfortable conditions for learning, as well as to provide many areas for recreation, sports and communication. The presence of a student campus development program provides for a change in the architecture and spatial structure of the landscape. These ideas are manifested in planning and functional zoning, as well as in the architectural appearance of buildings and structures.
To create a university campus, it is necessary to organize three processes: accommodation, training and employment. The modern approach includes the renovation of dormitories, the improvement of the scientific and technological base of higher education institutions and the creation of a technopark as part of the campus, where young professionals can find work. This will attract talented students, including those from other regions, and keep them in the territory. It is important to provide comfortable living conditions and employment opportunities on the basis of the scientific and laboratory complex of the university, so that young people stay in the region, and do not leave for large cities. The migration of the student community from regional universities to large cities is very high, including in the Omsk region more than half of the students leave.
Thus, in Omsk, as part of the participation and implementation of the activities of the federal project «Export of Education» of the national project «Education», a large-scale marketing research was carried out, public opinion was studied about the demand for a university campus and the most relevant formats for its presentation.

The article is devoted to the development of theoretical and methodological provisions related to the interaction of industrial enterprises that form a synergetic potential. The article touches upon the issues of cooperation and partnership interaction of a synergetic type in the industrial sector of the regional economy on the example of the Omsk region. Scientific methods of constructing concepts, describing and analyzing materials were used to conduct the research.
In theoretical and methodological terms, corporate interactions in industry as a system and the formation of the corresponding synergetic potential on this basis are proposed to be considered from the standpoint of evolutionary economic geography.
The article summarizes groups of tasks solved by industrial enterprises due to the synergetic potential of corporate interaction, including tasks to fulfill current obligations, tasks to achieve greater results and tasks to activate strategic innovation and technological development.
The main results of the study, which determine the novelty of the study, are reduced to the formation of the concept of synergetic potential in industry, highlighting the stages of the emergence of prerequisites that affect the development of synergetic interaction of Omsk industrial enterprises. In addition, the point-contact partnership in industry is justified as a current stage and a common practice of solving urgent scientific, technical and organizational tasks by industrial enterprises. The conclusion is made about the development of synergetic potential based on pointcontact partnership in the regional industry at the present stage.
In the article, in relation to the Omsk region, the specifics of cooperative and partner industrial interactions are highlighted from the standpoint of evolutionary economic geography. The main directions of development of cooperation and partnership interactions implemented by Omsk industrial enterprises in the current conditions are determined. Possible vectors of promising cooperative and partnership development of the economy of the Omsk region, forming a synergetic potential, are proposed. The results of the study can be a component of short— and medium-term planning and development of industrial development strategies at the regional level.

This article conducts a study of the lending system and the prospects for its development. In the modern economy, bank lending has reached a very high level, because the development of affordable bank lending is the key to the positive development of the economy as a whole. Note that the growth of bank lending was also observed in Russia.
The rapid development of credit relations has given rise to legal problems, because a big drawback in Russia is the imperfection of regulatory legal acts, which was especially pronounced during the crisis.
Loans are one of the important aspects of investing the financial resources of a commercial bank, since they represent the main part of the assets, and the profitability received on them constitutes the main part of the income. Due to the importance that loans occupy at the business level of individuals and institutions, bank officials need to pay special attention to loans by developing appropriate policies to ensure their safety.
The problems of the lending system in the Russian Federation are identified, recommendations for overcoming them and prospects for further development are given.

Digital ecosystems in the agro-industrial complex of the region are the next stage in the development of rural cooperation in the conditions of the sixth technological order. The article considers the factors that determine to a greater extent the potential of rural areas for the formation of digital ecosystems in the agro-industrial complex of the region. The aim of the work is to calculate a mathematical model based on factors and derive an integral indicator characterizing the potential of digitalization of rural areas. The methods used include: correlation analysis, regression analysis, the method of paired comparisons, graphical analysis and computational and constructive method. The author of the article came to the following conclusions: the municipal districts of the Novosibirsk region should be divided into groups according to the level of digitalization potential of rural areas, then for each of the groups it is advisable to develop a comprehensive plan of measures to increase the potential of digitalization and the introduction of digital ecosystems in the agro-industrial complex of the district.

The article presents a modern view of event marketing as a brand promotion tool. The purpose of this study is to determine the current state of event marketing, analyze the genesis of event marketing in new economic conditions, and focus on the importance of involving the audience in the context of event marketing in order to form loyalty. The paper takes into account the practical results of the introduction of event marketing into the practice of Russian and foreign brands. The conceptual apparatus is generalized; the positions of foreign and Russian authors are presented. The landmark cases of foreign brands that influenced the formation of event marketing, which was based on empirical marketing, which involves obtaining direct experience based on consumer contact with a product or service, are considered. The author’s classification of event marketing is proposed based on the characteristics: format, scope, audience, mass character, organizer, accessibility, calendar holiday, payment for participation. The evolution of the development of event marketing in Russia is presented, the key milestones and events that influenced the industry are listed. Based on the studied experience, the current possibilities of event marketing in modern market conditions are formulated, among which: an approach based on the value of mental health, experience in using augmented reality technologies, participation in virtual worlds — metaverses, the need for non-standard, creative solutions taking into account the concept of immersion in context. The need for the use of event marketing on the part of business is indicated in the possibilities of receiving feedback from the audience, involving it in the company’s field of activity, forming positive relationships with consumers, developing brand value. Personal communication as a key value of the new time, expressed in event marketing, is a priority.

The development of digital promotion tools, as well as the culture of data-driven marketing, has a strong impact on business development in modern reality: companies adapt digital promotion and analytics tools to increase revenue, but do not always use them effectively. Moreover, the trend towards the use of data-driven marketing is still being formed and adapted in both scientific and practical marketing activities, while digital promotion tools are being changed almost every day.
This work is devoted to the development of technology for the effective use of promotion tools in small businesses, depending on the degree of integration of the company into the culture of data-driven marketing. The methodology is represented by the works of D. A. Shevchenko, D. V.
Tikhonov, Yu. V. Nikitenko, K. A. Boldyreva, M. Mollaeva and others. The study analyzes trends in the use of digital promotion tools, the definition of digital marketing as well as approaches to predicting the effectiveness of using these tools in practice.
As a result of the research, a technology that allows to increase the efficiency of the process of forecasting the use of digital promotion tools in combination with the classification of the company proposed by the authors according to the degree of integration to the culture of data-driven marketing and the possibility of predicting the effectiveness of the use of digital promotion tools was proposed. The authors of the work applied the proposed technology on an IT company. The research results can be used both in further research related to data-driven marketing and analysis of the effectiveness of using digital promotion tools as well as in practical marketing activities.