STRATEGIC APPROACHES TO DIGITAL MARKETING IN THE CONTEXT OF DIGITAL TRANSFORMATION
Abstract
The purpose of the article is to study strategic approaches to digital marketing in the context of digital transformation, identify key tools and technologies that ensure the effectiveness of marketing strategies, and justify the need to increase the competitiveness of enterprises through the integration of digital solutions. The study used the methods of system analysis, comparative analysis and forecasting. The content analysis method was used to study scientific publications and analytical reports on digital marketing. The structural-logical generalization method was used to determine strategic approaches to digital marketing in the context of the transformation of the business environment. Also, the comparative method was used to analyze the implementation of digital strategies to assess the effectiveness of various digital marketing models. The use of the logical generalization method allowed us to study market trends and identify key factors for successful marketing activities in the digital economy. The article examines strategic approaches to digital marketing, which are becoming key in the context of digital transformation, which results in changes to traditional business models and marketing strategies of enterprises. The impact of digital technologies on the formation of marketing strategies and the integration of innovative solutions to ensure the competitiveness of business entities is studied. The functional capabilities of digital tools that contribute to effective management of interaction with customers are analyzed. The main strategic guidelines of digital marketing are determined, including the use of data-driven approaches and the development of integrated online campaigns. The need for the implementation of strategic planning of digital marketing activities, taking into account dynamic changes in the digital environment, is substantiated. It is proven that the successful transformation of marketing activities requires a comprehensive approach to consumer demand analytics and the integration of the latest digital technologies into the management system. The need for digitalization of marketing strategies of enterprises is determined in order for them to achieve long-term competitive advantage in the market.
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