Fedorova Nadiia, Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Finance, Accounting and Taxation, Kherson National Technical University, Khmelnytskyi, Ukraine

ORCID ID: 0000-0001-9619-7212

e-mail: fedorova_nadiia@ukr.net

Zosymchuk Danylo, student of specialty 292 «International Economic Relations», Kherson National Technical University, Khmelnytskyi, Ukraine

ORCID ID: 0009-0009-5869-9217

e-mail: daniil.zosimchuk18@gmail.com

Digital Marketing in Foreign Economic Activity of Enterprises: Analytical Review of the World Market And Statistics of the Use of Social Networks

Abstract. Introduction. This article examines the current state of the global digital marketing landscape and its significance in enterprises’ foreign economic activity. This topic’s relevance is determined by ongoing globalization, the digital transformation of businesses, and shifts in consumer behavior. These factors require companies to adapt their marketing strategies to meet the challenges of modern international competition.

Purpose. This study aims to analyze the current state of the global digital marketing market and evaluate key statistical indicators of the world’s most popular social networks, considering their impact on enterprises’ foreign economic activity effectiveness. Additionally, the article aims to identify emerging trends and outline effective ways to use digital tools in an international business environment.

Results. The study employs comparative and content analyses, as well as the systematization and generalization of findings from international consulting firms (e.g., McKinsey & Company, Deloitte), industry reports (e.g., IEA, WEF, Gartner), and analytical platforms (e.g., Statista, DataReportal). It outlines eight key global digital marketing trends, such as the implementation of artificial intelligence (AI), increased personalization in client interactions, the growing importance of data analytics, and the significance of social proof in customer decision-making processes. It provides statistical insights into the use of Facebook, YouTube, and Instagram, illustrating their relevance as core platforms for international marketing campaigns. These platforms are confirmed to be essential for businesses aiming to expand and maintain a global presence.

Conclusions. The study concludes that deeply integrating digital marketing tools into foreign economic strategies is crucial for increasing companies’ competitiveness in international markets. The study also emphasizes the necessity of further investigating the implementation of digital strategies across different sectors of international business. This investigation should focus on the effectiveness of communication channels in B2B and B2C segments, adapting global digital practices to national market conditions, and scaling these practices.

Keywords: digital marketing; international business; foreign economic activity; social media; global trends.

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