Stamat Viktoriia, PhD (Economics), Associate Professor, Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0001-5789-4023
e-mail: vmkolesnyk@ukr.net

Prosolov Oleksandr, Bachelor Student of Management Faculty, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0009-0000-6539-8943
e-mail: alexandrprosolov@gmail.com

Digital Marketing as a Key Factor in Increasing Business Competitiveness

Abstract. Introduction. Іt is difficult to imagine a modern business without the use of marketing. Marketing activities play an important role in the viability and potential of domestic companies. With the rapid development of technology and changes in consumer preferences, it is important to understand the impact of digital marketing tools on the functioning of the enterprise. In today’s world, where digital technologies are intertwined with every aspect of our lives, the role of digital marketing is proving to be critical to business success. Rapid and constant changes in the external environment require companies to constantly adapt and innovate in order to attract and retain customers. In this context, digital marketing acts not only as a tool to attract attention, but also as a strategic component that determines business competitiveness in the digital environment. Understanding and using digital marketing techniques has become a necessity for companies in all industries. The current level of digitalization is gradually leaving behind those market players who do not wish to adopt modern, more effective solutions for promoting products or services, analyzing the company’s environment and targeting consumers.

Purpose. The purpose of the study is to identify the main trends of digital marketing in Ukraine and in the world, to prove the importance of using modern marketing methods of promotion and market analysis in the business environment, to identify promising technologies for further study and their practical use by companies to strengthen their competitive position, as well as to develop proposals for improving the innovative ability of domestic enterprises.

Results. The authors have substantiated the importance of the use of digital marketing for the effective search of the target audience and for the increase of the innovative ability of the enterprises, have outlined the advantages of this form of marketing in comparison with the traditional one, have examined the current situation of the market of marketing services in Ukraine and have suggested the steps for the increase of the competitiveness of the enterprises.

Conclusions. The authors have proved that digital marketing is the main form of modern marketing, which has an effective impact on the audience, and its tools are actively developing under the influence of scientific and technological progress; digital marketing is an integral part of companies in ensuring strong competitive positions, maximizing profits and brand recognition.

Keywords: digitalization, marketing, competitiveness, brand management, digital marketing, promotional tools, innovation management, advertising.

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