MODELING AND ASSESSMENT OF THE IMPACT OF DIGITAL MARKETING TOOLS ON THE MARKETING ACTIVITIES OF ENTERPRISES IN THE VETERINARY SERVICES MARKET

Abstract

The article investigates the impact of digital marketing tools on the marketing activities of enterprises operating in the veterinary services market. The study develops an econometric and mathematical model combining an integrated digital activity index with correlation-regression analysis to quantitatively assess the effectiveness of digital marketing instruments. A comparative analysis of enterprises’ digital engagement was conducted, including the use of social media, online appointment systems, and electronic advertising, revealing a positive correlation between digital activity levels and key performance indicators such as service volumes, client base growth, and customer loyalty. The results demonstrate that enterprises with higher digital marketing activity achieve significantly better outcomes in terms of both market reach and client retention. In addition, unresolved aspects of the problem were identified, including the influence of emerging digital technologies on marketing outcomes, the long-term effects of digital marketing on customer loyalty, the integration of online and offline channels, and the consideration of regional and local market characteristics in digital strategy implementation. The study’s novelty lies in the integration of econometric modeling with sector-specific characteristics of the veterinary services market, providing a methodological framework for quantifying the impact of digital marketing on service enterprises. The findings have practical significance for managers and marketing specialists, offering evidence-based recommendations for optimizing digital marketing strategies, improving customer engagement, and enhancing the overall competitiveness of veterinary service providers. The proposed model and results can serve as a tool for informed decision-making, enabling enterprises to allocate resources more efficiently, identify the most effective digital channels, and achieve measurable improvements in marketing performance. This research contributes to the growing body of knowledge on digital marketing in service industries by providing empirical evidence, a structured methodological approach, and actionable insights relevant to both scholars and practitioners in the field.