ЦИФРОВІЗАЦІЯ УПРАВЛІННЯ МАРКЕТИНГОВОЮ ДІЯЛЬНІСТЮ ПІДПРИЄМСТВА: СУЧАСНІ ТРЕНДИ ТА ВИКЛИКИ

Abstract

The article provides a comprehensive and in-depth analysis of current trends in the digitalization of marketing management within enterprises in the context of the accelerating digital economy. The study explores the transformation of marketing management processes under the influence of advanced digital technologies, including automation tools, big data analytics, artificial intelligence, and digital communication platforms. The main objective of the research is to identify the key challenges and opportunities associated with the digitalization of marketing management and to develop conceptual approaches for constructing an effective digital model of marketing governance. The paper defines the essence, functions, and structure of the marketing management system in light of digital transformation. It outlines the main components of digital marketing management, such as strategic planning, digital sales channel management, customer relationship management (CRM), marketing data analytics, content personalization, and digital communications. The study thoroughly examines the directions of digital transformation in marketing management, focusing on the integration of machine learning technologies, the implementation of marketing campaign management software, and the use of digital platforms to enhance customer experience. Special attention is paid to the analysis of barriers that hinder effective digitalization, including limited digital competencies among personnel, insufficient investment resources, and the low level of integration of digital tools into the enterprise-wide management system. The results of this research have significant theoretical and practical implications, as they highlight the pivotal role of marketing management digitalization in ensuring the competitiveness and sustainability of enterprises in the digital era. From a theoretical perspective, the study contributes to the advancement of the conceptual framework of digital marketing management by systematizing key elements, identifying critical transformation vectors, and elucidating the interdependence between digital tools and managerial decision-making processes.