Kalinina, M.A, Lyudmila M. Kupriyanova, Alexander S. Rodionov, Olga Yu. Gavel
The paper investigates major trends in contemporary economics and marketing, focusing on the convergence processes of different elements, tools, and metrics affiliated with digital technologies. The world moved into digital economy, and the key dilemma is whether people are ready to get rid of the ‘old offline world’ and become fully online customers absorbing digital services and goods. The recent development demonstrates convergence processes of online and offline economy; even 5-8 years ago all the spheres of economics were competing for the higher ranking of digitalization and online services. Nowadays we are facing different trend – more and more convergence between offline and online processes take place, and customers are turning back to previous life and services. Customers are seen as a hybrid between online and offline economics, and their wishes and wants are still the key element.