In the conditions of rapidly developing digitalization, traditional approaches to marketing are undergoing significant changes. The influence of digital technologies on the components of the 4P marketing complex (product, price, place and promotion) and their adaptation within the framework of electronic marketing is substantiated. Digital technologies, such as artificial intelligence, big data, the Internet of Things and automation, significantly affect each of the 4P components. Ways of adapting these technologies to improve strategies for product development, pricing, distribution of goods and services, as well as methods of promotion in the electronic environment are considered. The product is becoming more and more personalized and focused on the needs of a specific user, the price is flexible and dynamic, the place is expanded due to online platforms and global reach, and the promotion uses digital channels for maximum efficiency and involvement. Special attention is paid to the influence of these technologies on interaction with customers, the changing role of social networks and mobile applications in marketing strategies. The research results demonstrate the importance of integrating digital tools into marketing strategies, allowing companies to adapt them to the new conditions of the digital economy and improve market competitiveness.