Abstract
The article explores the issues of introducing digital technologies and tools into the marketing strategies of modern companies. The impact of digitalization on online promotion, personalization, mobile marketing, data analytics and other aspects of marketing is analyzed. Improving marketing effectiveness allows companies to improve business activity, attract more customers, increase sales and achieve planned financial results. The authors noted that effective marketing takes into account the needs of the target audience of social networks, email, content marketing, advertising and SEO, diversifying marketing efforts. Marketing effectiveness is measured using key performance indicators and metrics. The article reveals the features and characteristics of maintaining innovative technologies for the competitiveness and scaling of companies in the modern economic environment. The main aspects in the field of marketing and business management, aimed at analyzing and improving the efficiency of various processes, are summarized. The authors emphasize the possibility of making informed decisions, improving competitiveness and adapting to changing market conditions through analytics and optimization. Digital tools based on data analytics allow you to optimize marketing strategies, identify trends and predict future consumer demands. The continuity of the process of introducing digital technologies for effective functioning in a modern dynamic economy is summarized.
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