СУЧАСНІ ПІДХОДИ ТА ІНСТРУМЕНТИ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВ У ЦИФРОВОМУ СЕРЕДОВИЩІ

Vollständiger Abstract

Worum geht es in dieser Arbeit?

The article examines modern approaches and tools for enterprises' marketing activities in the digital environment, taking into account the dynamics of Internet technology development and the transformation of consumer behavior. The purpose of the study is to substantiate the conceptual foundations of the formation of an effective marketing policy of an enterprise in the digital economy and to systematize the digital marketing toolkit according to the stages of the sales funnel. The impact of digital technologies on the changing logic of marketing communications, the transition from transactional models to long-term interaction with the consumer, and the growing role of big data analytics and the algorithmization of management decisions is analyzed. An approach to classifying modern digital marketing tools by their functional purpose across the stages of demand formation, customer attraction, conversion, and retention is proposed. Special attention is paid to multi-channel and omni-channel strategies as means of integrating digital communication channels into a single customer experience management system. It is substantiated that the adaptability of marketing strategies determines the competitiveness of enterprises in the digital environment, their ability to integrate innovative technologies, personalize offers, and maintain consumer trust. It has been proven that the formation of a digital sales funnel, as a structured model for managing interactions with the consumer, allows for optimizing promotional costs and increasing the efficiency of communication processes. The practical significance of the results lies in the possibility of using the proposed approaches to improve enterprises' marketing policies across various industries, to develop a system for assessing the effectiveness of digital tools, and to increase strategic flexibility in the context of digital transformations. Prospects for further research include developing models to measure an enterprise's digital marketing capital and assess the economic impact of integrated omnichannel strategies.