THE INFLUENCE OF DIGITAL MARKETING TOOLS ON BUSINESS PERFORMANCE UNDER THE CONDITIONS OF DIGITALIZATION

Abstract

The article explores the significance of digital marketing as a crucial factor in improving the efficiency and adaptability of modern enterprises operating in the digital economy. The purpose of the research is to determine how digital marketing tools can be selected and applied to maximize business performance while aligning with the enterprise’s strategic goals and available resources. The relevance of this topic lies in the growing dependence of companies on digital communication and analytical platforms, which have transformed traditional marketing approaches and created the need for more flexible, data-driven decision-making. The methodological basis of the study combines a systematic and comparative analysis of digital marketing instruments, including social media marketing, content marketing, SEO and SEM optimization, paid online advertising, and e-mail marketing. The research also applies elements of performance evaluation to assess the effectiveness of each tool according to key performance indicators, such as engagement rate, conversion level, traffic volume, and user retention metrics. The results of the study reveal that the optimal combination of digital marketing instruments depends on the enterprise’s size, market position, and target audience behavior. Small enterprises benefit from low-cost and high-engagement tools such as social media and content marketing, while medium-sized and large companies achieve higher returns from integrated paid campaigns and advanced analytics. Furthermore, the analysis highlights that the synergy between various instruments – particularly between organic and paid promotion – ensures sustainable visibility and customer trust, strengthening long-term competitiveness. The practical value of this research lies in its methodological framework for selecting appropriate digital marketing tools based on enterprise characteristics and strategic priorities. The proposed approach helps managers and entrepreneurs rationalize marketing budgets, forecast campaign outcomes, and enhance customer relationships through a coherent, data-driven strategy. The findings can be applied by businesses across industries to improve the efficiency of their marketing communications, achieve greater market differentiation, and build a stable digital presence in an increasingly competitive environment.