STRATEGIC DEVELOPMENT OF INTERNET MARKETING: INTEGRATION OF DIGIT TECHNOLOGIES AND ADAPTATION TO GLOBAL CHANGES

Abstract

In the context of accelerated digital transformation and intensified global competition, Internet marketing has emerged as a crucial strategic direction for enterprises seeking to sustain and strengthen their market positions. This article investigates the evolution, tools, and strategic significance of Internet marketing as an indispensable component of modern business development. The main objective of the study is to examine how contemporary digital instruments and online communication channels impact marketing performance, consumer engagement, and overall business growth. The relevance of the research lies in the growing digitalization of consumer behavior, the rapid adoption of mobile technologies, and the increasing dominance of digital ecosystems over traditional advertising approaches. Methodologically, the research applies a comprehensive approach combining theoretical analysis, empirical observation, and synthesis of global Internet marketing trends. The article explores the role of search engine optimization (SEO), content marketing, influencer partnerships, targeted advertising, programmatic buying, CRM systems, and artificial intelligence in designing user-centric marketing campaigns. Particular attention is given to mobile-first indexing, data-driven decision-making, omni-channel strategies, and the integration of social media platforms. The findings indicate that companies that successfully align their digital marketing strategies with technological innovations are more adaptive, competitive, and capable of creating long-term customer value. Moreover, the research emphasizes the importance of personalization, automation, predictive analytics, and user experience (UX) design in achieving marketing efficiency. The study concludes that strategic Internet marketing is no longer an optional function but a core business process that determines competitiveness and sustainability in the digital economy. These insights are especially vital for Ukrainian enterprises transitioning to the global digital marketplace and seeking scalable, measurable, and innovative marketing solutions.