INTEGRATED DIGITAL MARKETING STRATEGY AS A TOOL FOR ENTERPRISES TO ENTER INTERNATIONAL MARKETS

Abstract

The aim of this study is to explore an integrated digital marketing strategy as an effective instrument for enterprise entry into international markets, emphasizing its relevance in the context of global digitalization, multicultural consumer behavior, and regulatory diversity. The research addresses key challenges related to ensuring scalable, efficient, and trust-oriented digital marketing operations while maintaining high-quality, stable, and consistent customer interactions across heterogeneous market environments. The proposed model integrates digital technologies, market orientation, and brand equity into a unified management system that supports controlled communication effectiveness, operational scalability, and strategic coherence under international uncertainty. Digital technologies function as operational enablers through advanced data collection, analytics, automation, personalization, and omnichannel coordination, facilitating precise targeting, content relevance, and coherent brand touchpoints across markets and cultural contexts. Market orientation structures the application of technologies through the cycle of analytics, managerial decision-making, implementation, and iterative improvement, while brand equity mediates between communication activities and market outcomes by enhancing awareness, perceived quality, loyalty, and cumulative long-term returns. Consumer and audience value creation is conceptualized as a dual-loop process combining market research insights and multifactor segmentation to adapt offerings, messages, and engagement mechanisms to local conditions and regulatory constraints. Synchronization through data-driven personalization, performance monitoring, and regulatory compliance enables the alignment of short-term sales performance with long-term trust, brand sustainability, and investment efficiency. An analytical control system based on ROMI, CAC, LTV/CAC, and payback period metrics supports enterprise resilience and forms a controlled trajectory of international digital marketing strategy development.