INNOVATIVE APPROACHES TO ENTERPRISE MARKETING MANAGEMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION
Abstract
The article is devoted to the study of innovative approaches to enterprise marketing management in the context of digital transformation. The relevance of the topic is driven by the rapid development of digital technologies that are reshaping traditional marketing models and necessitating new strategic decisions to enhance business competitiveness. The use of Big Data, artificial intelligence, process automation, blockchain technologies, and CRM systems has become a key factor in the effectiveness of marketing communications, allowing for personalized consumer interaction, increased customer engagement, and optimized business processes. The research methodology is based on a comprehensive analysis of modern scientific literature, a comparative analysis of marketing strategies, as well as the synthesis of theoretical approaches and practical solutions used in global and domestic practice. The study examines the impact of omnichannel strategies, personalized marketing, influencer marketing, and gamification on building an effective consumer engagement system. The findings substantiate the necessity of integrating innovative marketing solutions to help businesses adapt to the new realities of the digital economy. The study identifies key challenges of digitalization, including cybersecurity issues, the digital divide, and the regulation of data collection and usage. Special attention is given to assessing the effectiveness of digital marketing strategies and their impact on enterprise development. The practical significance of the study lies in the development of recommendations for implementing innovative marketing strategies that will enable enterprises to effectively adapt to the dynamic digital environment, enhance the personalization of marketing communications, and strengthen their competitive positions. The obtained results may be useful for marketers, business executives, and researchers exploring the challenges of digital business transformation.
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