EXPERIENCE ECONOMY AND DIGITAL MARKETING STRATEGIES IN ENHANCING HOTEL COMPETITIVENESS

This study aims to test the impact of digital marketing strategy as an antecedent on customer outcomes (customer satisfaction, customer engagement, and customer loyalty) and the impact of these three outcomes on organizational outcomes. Twenty-five items are used to measure research variables. These items are developed referring to previous related works: digital marketing strategy, customer satisfaction, customer engagement, customer loyalty, and organizational outcomes. According to the research budget and time constraints, a convenience sampling method was implemented in the data collection process. This study applied structural equation modeling (SEM) to test the research hypotheses through AMOS software.The authors conducted a questionnaire to collect data from a sample of marketing practitioners selected from 10 organizations with a total number of 200 respondents. The total number of returned questionnaires is 187 responses. Eleven questionnaires are excluded due to invalid responses. Thus, 176 questionnaires are used to carry out data analysis. The results underline the significant effects of customer satisfaction, engagement, and loyalty on organizational outcomes. The authors noted that customer satisfaction is the most affected outcome by digital marketing strategy, followed by customer engagement and customer loyalty. Additionally, customer loyalty has the greatest effect on organizational outcomes, followed by customer satisfaction and customer loyalty. The findings showed that enhancing organizational outcomes requires marketing managers consider customer outcomes such as customer satisfaction, customer engagement, and customer loyalty, which are affected by marketing strategies. Marketing managers are requested to pay great attention to their marketing strategy, considering its effects on customer satisfaction and other customer outcomes, like customer engagement and loyalty. Likewise, scholars are required to re-test the current model to identify the mediating role of the outcomes mentioned above in the effect of marketing strategy on organizational outcomes.

The development of internet technology has initiated the era of industrial revolution 4.0 in the current digital era, where easy and fast access to information has changed the marketing paradigm. The aim of this research is to find out how effective digital marketing strategies are for tenants to reach new markets, the challenges they face when implementing them, how tenants understand the behavior and preferences of target markets in a digital context, and evaluate how effective digital marketing strategies are. In addition, the role of content and platforms in expanding the market will be discussed. This research method is descriptive qualitative, data collected through structured interviews and direct observation with tenants. The research results show that content that is innovative, informative and relevant to the target audience is very important for the success of a tenant's digital marketing strategy. Additionally, it is very important to understand the behavior and preferences of the target market. Tenant measures the success of their strategy by looking at web traffic, revenue, leads, and customer engagement. Primary focus is given to creating high-quality content and developing effective marketing strategies by understanding customer behavior and using appropriate technology. Digital content marketing strategies have proven effective in increasing tenant brand visibility in new markets. This research provides deeper insight into the digital marketing strategies used by tenants, as well as how these strategies can be adapted to the needs and preferences of the target audience to achieve marketing goals.

The rapid advancement of digital technologies has transformed service marketing, requiring businesses to adopt innovative, data-driven strategies to enhance customer engagement and competitive advantage. This study proposes a conceptual framework for digital-based service marketing management, integrating insights from existing literature on customer-centric digital strategies, AI-driven marketing approaches, multi-channel integration, and data-driven decision-making. The research explores key success factors, including digital infrastructure, evolving consumer expectations, and ethical considerations in the implementation of digital marketing strategies. Using a conceptual research design, this study conducts a systematic literature review of scholarly articles, books, and industry reports to synthesize key theories and models, such as SERVQUAL and the Technology Acceptance Model (TAM). A proposed framework is introduced to illustrate the relationships between digital marketing strategies, customer engagement, and business performance. The findings contribute to academic research by expanding service marketing literature and offer practical implications for businesses navigating digital transformation.While this study provides theoretical insights, it is limited by the lack of empirical validation. Future research should focus on testing the proposed framework across different service industries and examining emerging digital trends, such as metaverse marketing, blockchain, and AI-driven hyper-personalization. By addressing these areas, researchers and practitioners can develop more effective, ethical, and customer-centric digital service marketing strategies in an increasingly dynamic business environment. Keywords: Digital Service Marketing, AI, Big Data, Customer Engagement, Digital Transformation, Conceptual Framework

Generation Z, born between the mid-1990s and early 2010s, is the focus of today's investment market. They grew up in the digital era with advanced technology and extensive internet connectivity. Companies are focusing on digital marketing communication strategies and application-based investment systems to increase Generation Z's participation in investment. The financial industry in East Priangan has adapted to this strategy, helping companies reach target audiences with relevant and engaging messages, and providing convenience and accessibility for Generation Z who rely on technology. This study aims to determine how digital marketing strategies and app-based investment systems affect Generation Z's interest in investing in East Priangan, as well as how they affect Generation Z's overall interest in investing. The method used in this research is quantitative descriptive based on research results showing that digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing. Thus, the conclusion of this research is digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing.

Digital marketing strategies are vital for enhancing customer engagement, promoting brands, and ensuring sustainability. This study explores the influence of digital marketing on customer engagement and brand promotion within the dynamic tourism and hospitality industry while addressing a significant gap in incorporating employee position as a moderating variable. A quantitative research method was employed to collect data from 350 hotel employees in Tehran 4- and 5-star hotels. Partial Least Squares Structural Equation Modeling (PLS-SEM) was conducted to explore the moderator role. Key findings indicate that digital marketing strategies enhance customer engagement and positively influence brand promotion. Additionally, the moderating effect of employee position takes into account the differences among employees regarding service expectations and perceptions. Specifically, it highlights how the skills of managerial positions are better utilized when implementing digital strategies. This study supplements theoretical frameworks and practical applications and improves the strategic use of digital marketing in tourism and hospitality. The case study provides new insights for policymakers and hoteliers in the tourism and hotel industry.

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

Digital marketing strategy is an important strategy in the current business field, which leverages digital technology and various digital platforms and tools to interact and communicate with target audiences, in order to enhance brand awareness, increase sales, and promote customer engagement. With the rapid development of internet technology and the increasing demand for digital content, the significance of digital marketing strategy has become increasingly important. However, along with the many opportunities brought by digital marketing, there are also challenges. Enhancing brand awareness, addressing sales issues, and increasing customer engagement have become difficult problems for businesses. By using quantitative and qualitative research methods, combined with empirical data and case analysis, this paper explores in-depth the impact of digital marketing strategy on brand awareness, sales growth, and customer engagement, analyzes the role of digital platforms and tools in brand promotion, as well as the effects of personalized marketing and interactive activities on sales and customer engagement. The results demonstrate that digital marketing strategy has a positive impact on enhancing brand awareness, promoting sales growth, and increasing customer engagement. Through digital platforms and tools, businesses can more accurately target their customers, provide personalized content and interactive activities, and thus expanding their brand influence and attracting consumers attention, improving purchase rates and customers loyalty. This study provides practical guidelines for businesses to develop more effective digital marketing strategies.

This study evaluated the acceptance of HP Market Online Babel, a local e-commerce platform in Pangkalpinang, using a modified Value-based Adoption Model. The research focused on analyzing the influence of content marketing and influencer marketing on purchase intention, considering the mediating role of customer engagement. The study's objectives included analyzing the direct effects of content marketing and influencer marketing on customer engagement and purchase intention, and evaluating the mediating role of customer engagement in the relationship between digital marketing strategies and purchase intention. The research employed a quantitative approach with a cross-sectional survey design. The sample consisted of 100 active users of HP Market Online Babel, selected through purposive sampling. Data collection was conducted using an online questionnaire, and data analysis involved simple regression techniques and path analysis using SPSS software. The results revealed significant positive influences of content marketing and influencer marketing on customer engagement and purchase intention. Customer engagement played a mediating role in the relationship between both digital marketing strategies and purchase intention. Content marketing, particularly the informative content aspect, had the strongest impact in the research model. The study contributed to the development of the Value-based Adoption Model by integrating digital marketing strategies in the context of local e-commerce. The findings affirmed the importance of quality content and the strategic role of influencers in increasing customer engagement and driving purchase intention on local digital platforms. The results provided practical guidance for managers in optimizing digital marketing strategies, potentially improving business performance in the competitive local e-commerce market.

As the recently hired Marketing Strategist at the Good Glamm Group, year 2022, was entering the board room, he was immediately tasked with critically evaluation of the current e-commerce & Digital marketing strategy of the Brand Sirona, so that one comes up with a transformed / fresh e-commerce & digital marketing strategy - which has lower Revenue:Cost Ratio, Lower Customer Lifetime Acquisition value & more numbers of customer flow at the top & bottom of digital funnel. This as he was told that day, was required to touch unicorn mark for evaluation & increase revenue by 3x times. The marketing strategist gave a thought, then asked the a question to the board, which became the direction changing advice / critique for the company as a whole & Digital strategy in particular for the group. His question to board was “ Do you want me to evaluate /re-frame the e-commerce & digital marketing strategy for the existing Product Value Proposition or does the scope of my work allows me to challenge the current Product value proposition itself, using series of digital tools / processes - to aim at coming up with a new value proposition so that it can then tailor-make a re-created and transformed e-commerce & digital marketing strategy” which mirrors the need-gap-fit of consumer in the market for the given category by using digital tools & softwares. The board was not ready for it as it clashed with their current practice of find market for existing products through digital marketing & e-commerce rather than build the product itself through digital marketing & e-commerce. As the board looked surprised with the question, given that they were looking for a digital marketing strategy already crafted products with lower cost & higher returns using own website, social media and digital tools - but here the newly hired marketing strategist was critically challenging the Product value proposition itself and critically asking “to use digital marketing for product development first”. The marketing strategist used examples of Gillette, Marico and Emami where he had previously had gone through this learning curve - convincing the G3 Board room that core concept of Marketing starts with creating a Product value proposition based on deep insights on gaps consumer need-gaps which are not solved by current products in the market (blue ocean strategy) and hence any attempt to transform the digital marketing strategy would not work if the Product value is proposition is not transformed or freshly created based on digital insights through crawlers and other programmed softwares which scans the G3 consumer landscapes. Once the marketing strategist got the mandate on same he came with disruptive transformation in Digitally Re-created Product Value Proposition, Digitally crafted Minimal Viable Product, Digitally transformed & connected Direct To Consumer (DTC) Own Website, and Digital marketing through a digitally consumer researched mix of DTC, Digital Market Place (Amazon), Social media and Digital tools. The same can be summarized in two lines below

Digital marketing is currently an important aspect of the hospitality industry as it allows hotels to reach out and connect with potential guests as they spend most of their time digitally. Currently, not all hotels take advantage to spend their money on annual budgets to make digital marketing strategies more effective, such as social media, which only makes promotions without any interaction with their followers, Search Engine Optimizer investment, and online hotel review. In the competitive hospitality industry, a strong digital presence is critical to attracting and retaining customers. Hotels can use a variety of digital marketing strategies to grow their business and capture the attention of potential guests. This study uses different digital marketing strategies to do business with different social media platforms and uses the medium of search engine optimization (SEO) to optimize websites and content for specific keywords. Digital marketing is a powerful tool for hotels looking to attract and retain customers in the digital age. The main objective of the magazine is to outline digital marketing strategies for the different target groups of hotels and the most diverse tourism players. By utilizing the various channels and digital technologies available, hotels can effectively reach and engage with their audience and drive business growth.

This study explores Xiaomi's digital marketing strategies and their effectiveness in achieving the brand's objectives. Leveraging literature reviews, questionnaires, and statistical analysis, the research evaluates the company's approach to social media, influencer marketing, and ecommerce platforms. Findings reveal Xiaomi’s strategic alignment with customer-centric innovation and suggest improvements for maintaining competitive advantage. This research examines Xiaomi’s digital marketing strategies and their effectiveness in achieving the company’s objectives. Using a descriptive approach, the study analyzes how Xiaomi leverages social media, influencer marketing, flash sales, and customer feedback to drive brand engagement and sales. The study utilizes questionnaires to gather consumer insights and employs statistical tools for analysis. Findings highlight Xiaomi's innovative digital strategies, while recommendations focus on enhancing transparency and diversifying campaign formats to sustain its competitive edge. Keywords: Xiaomi, digital marketing strategies, social media, influencer marketing, ecommerce, flash sales, customer engagement, brand objectives, consumer insights, competitive advantage, innovation, campaign recommendations.

With airline companies increasingly relying on crowdsourcing websites to deploy their digital marketing strategies, marketeers and strategists seek to acquire an understanding of the factors affecting airlines’ organic traffic and user engagement. Such an understanding is acquired through the consideration of variables that influence a company’s organic traffic and user engagement and their correlation to each other. A three-stage data-driven analysis is used to examine the correlation between the foregoing variables and to consider strategies that can be implemented to optimize organic traffic and user engagement. The first section gathers data from five airline companies’ websites and five crowdsourcing websites over an interval of 180 days. The second stage creates an exploratory diagnostic model, through Fuzzy Cognitive Mapping, to visually illustrate the cause-and-effect correlations between the examined metrics. Finally, a predictive micro-level agent-based model simulates optimization strategies that can be used to improve organic traffic and user engagement. The results of this study, reveal that crowdsourcing organic traffic increases airline websites’ user engagement through paid campaigns, while a limited correlation was found to exist between the average duration of a user to organic traffic. The results of this study provide tangible digital marketing strategies which can be used by airline companies to improve the influence of their digital marketing strategies on their users.

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital dan kualitas produk terhadap penjualan Usaha Mikro, Kecil, dan Menengah (UMKM) kuliner di Kecamatan Kalijati, Kabupaten Subang. Fenomena yang melatarbelakangi penelitian ini adalah rendahnya daya saing UMKM kuliner akibat implementasi strategi pemasaran digital yang belum optimal, seperti kurangnya interaksi melalui platform digital, serta ketidaksesuaian kualitas produk dengan ekspektasi konsumen. Di era perkembangan teknologi, strategi pemasaran digital menjadi elemen penting untuk memperluas jangkauan pasar, sedangkan kualitas produk berperan sebagai kunci dalam menjaga loyalitas pelanggan dan mendukung keberlanjutan usaha UMKM. Penelitian ini menggunakan teori yang mencakup bauran pemasaran digital (marketing mix) dengan dimensi customer engagement, permission marketing, dan content marketing (Chaffey & Chadwick, 2016:43). Variabel kualitas produk diukur melalui dimensi fungsi produk, penampilan luar, dan biaya produk (Assauri, 2010:123). Variabel penjualan dianalisis berdasarkan dimensi volume, pendapatan, dan pertumbuhan penjualan (Swastha & Irawan, 2014:12). Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis regresi linier berganda. Data dikumpulkan melalui kuesioner yang melibatkan 29 pelaku UMKM kuliner sebagai responden. Sebelum dianalisis, data diuji validitasnya menggunakan teknik korelasi Pearson Product Moment dan reliabilitasnya dengan Cronbach's Alpha. Hasil uji menunjukkan bahwa seluruh item kuesioner dinyatakan valid dan reliabel. Data diolah menggunakan perangkat lunak IBM SPSS Statistics versi 25. Hasil penelitian menunjukkan bahwa strategi pemasaran digital memiliki koefisien regresi sebesar 0,025 dengan nilai signifikansi 0,907 (p > 0,05), sementara kualitas produk memiliki koefisien regresi sebesar -0,203 dengan nilai signifikansi 0,369 (p > 0,05). Secara simultan, uji F menghasilkan nilai sebesar 0,418 dengan signifikansi 0,663 (p > 0,05). Hasil ini menunjukkan bahwa strategi pemasaran digital dan kualitas produk secara parsial maupun simultan tidak memiliki pengaruh signifikan terhadap penjualan UMKM kuliner di Kecamatan Kalijati. Temuan ini mengindikasikan bahwa faktor eksternal, seperti kondisi ekonomi lokal dan tingkat persaingan pasar, lebih dominan dalam memengaruhi penjualan. Kata Kunci: Strategi Pemasaran Digital, Kualitas Produk, Penjualan, UMKM Kuliner, Kecamatan Kalijati, Kabupaten Subang  Abstract This study aims to analyze the influence of digital marketing strategies and product quality on the sales of culinary Micro, Small, and Medium Enterprises (MSMEs) in Kalijati District, Subang Regency. This research is motivated by the low competitiveness of culinary MSMEs due to the suboptimal implementation of digital marketing strategies, such as insufficient interaction through digital platforms, and the misalignment of product quality with consumer expectations. In the era of technological advancement, digital marketing strategies are essential for expanding market reach, while product quality serves as a key factor in maintaining customer loyalty and supporting the sustainability of MSMEs. This study uses theories encompassing the digital marketing mix with dimensions of customer engagement, permission marketing, and content marketing (Chaffey & Chadwick, 2016:43). The product quality variable is measured through dimensions of product functionality, appearance, and cost (Assauri, 2010:123). The sales variable is analyzed based on dimensions of volume, revenue, and sales growth (Swastha & Irawan, 2014:12). This research employs a quantitative approach with multiple linear regression analysis. Data were collected through questionnaires involving 29 culinary MSME actors as respondents. Before analysis, data validity was tested using Pearson Product Moment correlation, and reliability was tested using Cronbach's Alpha. The results showed that all questionnaire items were valid and reliable. Data were processed using IBM SPSS Statistics version 25 software. The study results indicate that digital marketing strategies have a regression coefficient of 0.025 with a significance value of 0.907 (p > 0.05), while product quality has a regression coefficient of -0.203 with a significance value of 0.369 (p > 0.05). Simultaneously, the F test resulted in a value of 0.418 with a significance of 0.663 (p > 0.05). These findings indicate that digital marketing strategies and product quality, both partially and simultaneously, do not significantly influence the sales of culinary MSMEs in Kalijati District. These results suggest that external factors, such as local economic conditions and market competition levels, play a more dominant role in influencing sales. Keywords: Digital Marketing Strategies, Product Quality, Sales, Culinary MSMEs, Kalijati District, Subang Regency

Objective: Digital marketing strategies play a crucial role in increasing the sales of micro, small, and medium enterprises (MSMEs) in Indonesia, especially in the rapidly evolving era of digitalization. This study aims to analyze the impact of digital marketing strategies, such as the use of social media, paid advertising, SEO (Search Engine Optimization), content marketing, and digital payment methods, on MSME performance. Method: The research employs a qualitative approach through a literature review based on relevant research articles. Results: The findings indicate that social media and paid advertising significantly contribute to expanding market reach and enhancing direct consumer interaction. SEO, although requiring more time to achieve optimal results, positively impacts the online visibility of MSMEs. Meanwhile, content marketing has a relatively lower impact, likely due to limited resources or expertise in creating effective content. The use of digital payment methods simplifies transactions and enhances the customer experience. Socio-psychological factors and credibility are also identified as critical elements in digital marketing communication strategies. Novelty: With the significant potential of MSMEs in Indonesia, optimizing digital marketing strategies can support business growth and competitiveness in the digital marketplace. This study recommends further exploration to identify other digital marketing strategies that have not been thoroughly examined.

In today's globalised business environment, Ukrainian agribusinesses, particularly those in the berry sector, face a dynamic and competitive international market. To succeed in this environment, these companies need to develop effective digital marketing strategies that resonate with a global audience. This research focuses on the intricacies and imperatives of forming a robust digital marketing strategy for Ukrainian agri-berry companies operating in international markets. The study begins by delving into the specifics of the berry sector, highlighting its unique characteristics, challenges and potential. It highlights the importance of berries in a global context, emphasising their role as health-conscious consumers seek nutritious and sustainable options. Next, the research explores the digital landscape, highlighting the central role of digital platforms, social media and e-commerce in modern marketing. It highlights the power of data analytics and artificial intelligence in understanding consumer behaviour and tailoring marketing efforts. One of the key findings is the need to understand the cultural nuances and preferences of international target markets. It presents case studies of successful digital marketing campaigns by Ukrainian agricultural berry companies in different global regions. The purpose of this article is to comprehensively examine the formation of digital marketing strategies for Ukrainian agribusinesses specialising in berries as they navigate the complex landscape of international markets. It aims to shed light on the unique challenges and opportunities faced by these companies, highlighting the importance of digital marketing in reaching global consumers. Through in-depth research, case studies and analysis, this article aims to provide valuable insights and practical guidance for Ukrainian agri-berry companies, enabling them to develop effective and tailored digital marketing strategies that will enhance their competitiveness and success on the international stage. Methodology. The methodology used in this article involves a multifaceted approach designed to comprehensively examine the formation of digital marketing strategies for Ukrainian agri-berry companies operating in international markets. Extensive research was conducted to review the existing literature on digital marketing strategies, international market entry and the agricultural sector in Ukraine. Comparative analysis was carried out to identify patterns, trends and best practices in the digital marketing strategies of Ukrainian agrarian berry companies compared to their international competitors. Several case studies were conducted to analyse real-life examples of Ukrainian agrarian berry companies that have ventured into international markets. These case studies provided valuable insights into the challenges and successes of different digital marketing strategies. Results. The survey conducted as part of this study sheds light on the current landscape of digital marketing strategies among Ukrainian agricultural berry companies in the context of international markets. A significant percentage of companies surveyed showed a significant gap in their digital presence compared to international competitors. Many Ukrainian agri-berry companies have yet to fully exploit the potential of digital marketing. This limited use represents a missed opportunity to optimise marketing efforts. An interesting trend has emerged in terms of social media platforms. While most companies use Facebook for marketing, there is a growing interest in diversifying to platforms such as Instagram and LinkedIn in line with international marketing trends. Respondents often cited challenges associated with internationalisation, such as adapting marketing content for different markets, navigating diverse regulations and overcoming language barriers. Despite the challenges, a significant number of companies reported a positive return on investment (ROI) from their digital marketing efforts. This shows that with the right strategies, international markets can be very lucrative. There is room for improvement: а recurring theme in respondents' responses was the recognition that there is significant room for improvement in their digital marketing strategies. Many respondents expressed their intention to invest more in digital marketing and seek professional advice. Thus, the survey results highlight both the opportunities and challenges faced by Ukrainian agricultural berry companies in their efforts to develop effective digital marketing strategies for international markets. These findings will form the basis for the practical recommendations outlined in this study. Practical implications. The practical implications of this research highlight the need for Ukrainian agri-berry companies to prioritise digital marketing strategies for international expansion. By improving their digital presence, leveraging data analytics and diversifying across relevant platforms, these companies can overcome challenges and capitalise on the significant opportunities presented by international markets. Ukrainian agri-berry companies can use the findings to revise their digital marketing strategies, focusing on data-driven approaches and diversified platforms. By addressing the challenges of internationalisation and investing wisely, these companies can increase their global market presence and profitability. Value/originality. The value and originality of this article lies in a comprehensive study of the formation of digital marketing strategies for Ukrainian agricultural berry companies in international markets. This topic is extremely relevant in today's globalised business environment, where digital marketing plays a key role in a company's success. First, this article contributes to the existing body of knowledge by specifically addressing the unique challenges faced by Ukrainian agricultural berry companies.