Цифрова трансформація маркетингу у контексті конкурентного потенціалу підприємств
Digital Transformation of Marketing in the Context of the Competitive Potential of Enterprises

Summary/Abstract: The purpose of the article is to investigate the impact of the digital transformation of marketing on the formation and development of the competitive potential of enterprises in the context of the digitalization of the economy. Particular attention is paid to substantiating the role of modern digital technologies in enhancing the effectiveness of marketing activities, strengthening the market positions of enterprises, and ensuring their adaptation to changes in the external environment. The study identifies the significance of digital marketing as a tool for creating competitive advantages and improving the effectiveness of interaction with target audiences. The research analyzes theoretical approaches to the interpretation of the digital transformation of marketing and its influence on the competitive potential of enterprises. The evolution of marketing concepts from traditional to digital marketing is examined. Modern digital marketing tools are summarized, including search engine optimization, content marketing, social media marketing, pay-per-click advertising, chatbots, voice search, artificial intelligence, and other digital solutions. Current trends in the development of digital marketing are explored, and their importance for ensuring effective communication with consumers, increasing the level of personalization of marketing activities, and improving managerial decision-making processes is determined. The study establishes that the digital transformation of marketing is a key driver of the growth of enterprises' competitive potential, as it enhances the quality of customer interaction, optimizes marketing costs, expands market opportunities, and facilitates the implementation of innovative business processes. The necessity of the integrated application of digital technologies in enterprise marketing activities is substantiated in order to ensure competitiveness in the digital economy. Prospects for further research are associated with the development of integrated digital marketing models and mechanisms for their adaptation to contemporary business environment challenges.

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