АНАЛІЗ ВИКОРИСТАННЯ ЦИФРОВИХ ІНСТРУМЕНТІВ У МАРКЕТИНГОВИХ СТРАТЕГІЯХ УКРАЇНСЬКИХ ПІДПРИЄМСТВ ТА ЇХ ВПЛИВ НА РЕЗУЛЬТАТИВНІСТЬ

Abstract

The article defines the conditions of rapid development of digital technologies and growing competition that make the success of any business largely dependent on the effectiveness of its marketing strategies based on the use of digital tools. Digital marketing tools enable businesses to precisely target audiences, collect detailed data on consumer behavior, optimize costs, and increase the return on marketing campaigns. Given the dynamic changes in the field of digital marketing, constant updating of knowledge and adaptation of strategies are critical to ensure competitiveness and achieve business goals. The study of this topic in the Ukrainian context becomes especially relevant due to the fact that Ukrainian enterprises face a number of specific challenges, in particular, the need for rapid digitalization of business processes, adaptation to changes in consumer preferences and behavior, as well as the need to effectively use limited resources to maximize effectiveness. A detailed analysis of the specifics of the use of digital tools in marketing strategies in various sectors of the Ukrainian economy and a study of the adaptation of Ukrainian enterprises to digitalization and the use of digital tools in current marketing strategies was carried out. The role of digital literacy of management in the effectiveness of the implementation of digital tools in marketing strategies is studied. Practical recommendations for optimizing the use of digital tools in the marketing strategies of Ukrainian enterprises have been developed, ways to increase the effectiveness of marketing campaigns and increase the return on investment have been clarified. The results of the study consist in the systematization and description of digital marketing tools used by Ukrainian enterprises, the evaluation of the effectiveness of the use of digital tools based on the analysis of data on the activities of Ukrainian enterprises. Practical recommendations on optimizing the use of digital tools in marketing strategies and forming the market potential of business development in conditions of digitalization are provided.