ВПЛИВ ЦИФРОВОГО МАРКЕТИНГУ НА ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ВІТЧИЗНЯНОГО БІЗНЕСУ

The current study was conducted to understand the importance and development of a competitive strategic framework based on digital marketing for SMEs in the developing economy (Pakistan), which could help the companies to gain competitiveness through organisational development and growth. The aim of the study is to develop a competitive strategic framework for small and medium-sized manufacturing firms functioning in the textile manufacturing industry of the developing country. In addition to this, the research study aims to recommend categorization model that small and medium-sized manufacturers in the textile manufacturing industry make use for the digital marketing tools and strategies implementation. The literature review for this research identified the main components linked with the three core areas: competitive strategy, digital marketing (tools and techniques) / application, and SMEs' strategic fit. Due to the dynamic nature of digital marketing tools and techniques, there is the continuous development of literature, and the literature review is based on the specific context, mainly focusing on SMEs from the manufacturing sector in Pakistan. There is a significantly important factor in a lack of empirical research in this specific area, and the availability of the literature related to that region that can identify digital marketing with SMEs is limited. It allowed the development of a categorization model along with the conceptual framework based on the identified variables, which identified a lack of exposure for the manufacturing SMEs to get the complete understanding and outcome based on the technology-driven digital marketing tools for better overall development and growth. Developing a competitive strategy framework specific to the context can contribute effectively to developing sustainable growth and contribute towards competitiveness. The research methodology for this research was based on the mixed method. The quantitative (questionnaire) and qualitative (interview) data collected from the sample of textile manufacturing SMEs (10 companies selected – category ‘A’ companies) from the developing economy (Pakistan). An institution (SMEDA) of the Government of Pakistan under the Ministry of Industries & Production is responsible for SMEs development in Pakistan and was responsible to provide 4 the information related to the SMEs. The sample was identified based on non-probability sampling, and the sample was selected based on available information related to SMEs, which belong to different textile manufacturing sectors. The data was collected between April 2017 and February 2018. The statistical and thematic analysis was proposed for the comprehensive data analysis. The findings based on the collected data and relevant discussion demonstrated that there is a potential requirement for the competitive strategic framework which can be presented as an effective tool to contribute effectively towards the organisational goals, which is more critical in the case of SMEs for their survival within the dynamic global economy. The findings demonstrated the relationship between the identified latent variables and the achievement of the research objectives. The research suggested that the strategic framework using the digital marketing tools can add value while the strategic framework presented through lean management tool (House of Lean). The use of literature-based categorization model can support the implementation of the strategic framework. The study contributes towards literature by providing specific research contribution for the SMEs in developing economies. The study contributed towards the development of the theoretical approach by testing the latent variables and their relevance with refence top the SMEs in developing economy. It can help to expand the prospect of future research in other industries and bigger sample size can be used. The contribution towards the practice is based on applying the framework in the SMEs context, enabling the companies to use reach, relevance, and speed-related key attributes through digital marketing tools to develop sustainable growth and competitiveness.

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

The article examines the need to use non-traditional digital marketing tools to develop an enterprise's marketing strategy. It has been proved that over the last decade the focus is on the latest technologies and types of marketing, which in their appearance are obliged to the innovative progress to which digital marketing is concerned. It was also proved that the main channels of digital marketing include Content Marketing, Email, Social Media (SM), Organic Search, paid Search, Display Ads, Mobil. Digital marketing has a greater advantage than Internet marketing, particularly by spreading its messages, considering the possibility of channel selection depending on the goals, functions of the message and the budget. It has been proved that traditional (classic) digital marketing tools include: Creation of own WEB-site, distribution of information through social networks, e-mail-mailing, webinars, blogs, banner advertising, contextual advertising, games, quads, surveys, interactive leaflets, complementary reality, video services, interactive surfaces, pictures, sounds, animations, etc. Key non-traditional digital marketing tools were identified, including: internet things (IoT), virtual reality (VR), complementary reality (AR), personalization, visualization, face recognition, etc. It is well-founded that these innovative technologies allow brands to provide fascinating experience of purchases and encourage customers to look, interact, personalize and evaluate products even before purchase, increasing channel conversion. It is confirmed that modern digital marketing is a constant bilateral dialog with each consumer, which allows to optimize interaction in an on-line mode, and digital tools help to build a clear marketing strategy implementation plan aimed at stimulating transformation through social media, content and blog strategies, all digital marketing tools. It is proved that the development of digital marketing strategies should focus on non-traditional tools.

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it reveals the necessity of correctly perceiving the skills of consumers to use digital marketing tools and developing new digital marketing strategies for businesses in order to develop these skills. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions.

This article examines the effectiveness of digital marketing tools and prioritization of business processes in the context of Internet marketing development in the face of an ever-growing number of resources involved in promoting goods or services through various digital channels. To conduct the research, the methods of analysis of scientific publications and expert articles on the topic, a review of real examples of the results of business activities of companies in the field of electronic commerce, and statistical data were used. Schemes of key business processes are created using examples from e-commerce websites to demonstrate the impact of identifying targeted and effective digital marketing tools, as well as expanding and optimizing existing business processes. The study examines the most commonly used digital marketing tools employed by the majority of websites. Using a real business example, the article highlights the shift in the focus of the business process from one digital marketing tool to another for promoting products or services. It compares the strengths and weaknesses of the most common digital marketing channels to better distribute companies' products and services. An organic search strategy has been determined to provide long-term customer trust and stable organic traffic, while a paid search strategy allows you to quickly attract a target audience with specific proposals. It is concluded that the synthesis of top digital marketing channels like investing in search engine optimization and paid-per-click will allow an e-commerce company to maximize its online and search visibility, achieve short-term and long-term goals, increase income and optimize ROI. Described the basic scheme of the online store with a constant process of analyzing and adjusting processes

The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities of enterprises. The most common digital marketing tools are identified. The definition of the term "portfolio of digital marketing tools of the enterprise" is proposed. An algorithm for forming a portfolio of enterprise digital marketing tools has been developed. It was determined that the audit of the enterprise's marketing activity is the foundation for the formation of the enterprise's portfolio of digital marketing tools. It was determined that conducting marketing research will contribute to increasing the accuracy of the planning of the enterprise's anti-crisis marketing program. It is proposed to apply decision-making criteria in conditions of uncertainty and risk when choosing optimal alternatives for achieving the company's marketing goals in the post-war period. It was determined that monitoring the level of rationality of the company's portfolio of digital marketing tools is a necessary condition for controlling the company's marketing activities. The expediency of focusing on a proactive strategy in the implementation of marketing activities has been investigated. It has been studied that in recent years the tools of digital marketing have been constantly improved and this allows it to be considered as an opportunity to spend the marketing budget of enterprises more rationally. The portfolio of digital marketing tools can include content marketing, SEO, contextual and targeted advertising, advertising in social networks, e-mail marketing, influencer marketing, lead generation, complex analytics, viral marketing.

In recent decades, the restaurant industry in Malaysia has increasingly adopted digital marketing to boost sales revenue.The primary goal of this study is to examine the effect of digital marketing tools on the sales performance of international cuisine restaurants in Malaysia.This study aims to help digital marketers understand the importance of these tools and their impact on sales performance after adoption.The targeted respondents were Japanese, Korean, and Thai cuisine restaurants operating in Malaysia that had implemented digital marketing strategies in their business operations.A total of 235 sets of questionnaires were used for data analysis.SmartPLS 4 was employed to conduct the main data analysis.The results revealed that social media marketing (SMM), search engine marketing (SEM), and mobile marketing (MM) have a significant positive impact on sales performance (SP).However, email marketing (EM) was found to have a significant negative influence on SP, while online advertising did not demonstrate a significant positive impact on sales performance.This study seeks to assist marketers in identifying the most effective digital marketing tools for enhancing sales performance in international cuisine restaurants.

Introduction. Despite the existence of research on the impact of digital marketing on the development of enterprises in the digital economy and the challenges associated with ensuring their economic security, the issues of integrating digital marketing into the strategies of enterprises to ensure their financial protection in the transition to a low-carbon economy remain insufficiently studied. In particular, aspects of the use of digital technologies in marketing activities and their impact on the economic security of enterprises in the context of sustainable development and environmental and technological transformations require further research. The purpose of the article is to study the role of digital marketing in ensuring the economic security of enterprises during the transition to a low-carbon economy, as well as to identify key approaches and tools of digital marketing that contribute to the sustainability and competitiveness of businesses in the context of environmental and technological transformations. Methods. The study used a set of general scientific, economic and specialised research methods that provided an in-depth analysis of the relationship between digital marketing, the financial security of enterprises and the challenges of low-carbon transformation. These include: a systematic approach, which allowed to consider digital marketing as part of the overall system of economic security management in the context of climate challenges; comparative analysis, which provided a comparison of the advantages and disadvantages of the most common digital marketing tools; monographic, which contributed to a logical presentation of the research results; dialectical, which made it possible to determine the dynamics of the relationship between the development of digital technologies, marketing tools and indicators of economic security of enterprises; induction and deduction. Results. The impact of digital technologies on increasing business competitiveness, optimising resources and promoting sustainable development of enterprises is analysed. The main digital marketing tools that stimulate consumer environmental awareness and support for the principles of sustainable development are highlighted. The benefits and risks of using digital marketing, particularly cybersecurity threats and dependence on digital platforms, are detailed. The economic risks associated with the transformation to a low-carbon economy are analysed, and the need to integrate digital strategies into the overall business model to increase the sustainability of enterprises is substantiated. Particular attention is paid to the issues of transparency in communications regarding enterprises' environmental initiatives and the use of technologies to reduce their carbon footprint and ensure sustainable economic security.

In recent years, the spa industry has reached a new stage of development, entering the daily lives of many people. The widespread use of the Internet, in turn, has actualized the issue of using digital marketing especially to promote spa services. This article is aimed at identifying the features of digital marketing of spa industry establishments. To achieve the goal of the study, general scientific methods were used: analysis, synthesis, systematization, comparison, abstract-logical method. The article analyzes the data for 2022 presented in the Global Digital 2022 report, which proves a significant spread of Internet users around the world, which actualizes the use of digital marketing. The author highlights the most relevant and used digital marketing tools for the spa industry. This publication considers the highlighted digital marketing tools efficiently used for spa establishments precisely. The main sections necessary for the website of a spa establishment are proposed. The importance of using SEO-promotion and contextual advertising for the efficiency of the spa establishment website is noted. The main sections and topics for the effective management of social networks of spa industry establishments are proposed. It is also proposed to use crowd marketing, which allows to create a positive image of the company in specialized forums, services and social networks. Content marketing is a leading component in the Internet promotion of spa industry enterprises, because its products are used in most other promotion tools. It is noted that the skillful use of email marketing can give a positive result in the case of using the formed base of interested consumers. The necessity of using mobile marketing, namely: such tools as creating a mobile version of the website of a spa establishment, using text messaging, creating own application, is emphasized.

Methods. The results were obtained through the application of general and specific methods of scientific knowledge: a systemic approach – when studying the problems and challenges in the energy sector that Ukraine faces; theoretical generalization – when studying digital marketing tools in the restoration of energy infrastructure for relevant purposes; the essence and types of energy retail are considered; comparison – when studying the opportunities and threats of their implementation and their analysis. Results. The main problems that the energy sector of Ukraine faces as a result of the war are formulated, namely: large-scale destruction of infrastructure, the need to attract investments, ensure energy independence and increase energy efficiency. Digital marketing tools that can be effectively used to solve the problems of the energy sector are analyzed. Such tools include: social networks, chat-bots, mobile applications, interactive maps, video content, online platforms and others. The possibilities of implementing digital marketing tools for informing the public, attracting investments, promoting energy-efficient solutions, creating a positive image of energy companies and the threats associated with the use of digital marketing tools in the energy sector, such as cyber threats, disinformation and consumer distrust, were assessed. Recommendations were formulated for the effective use of digital marketing tools in the restoration of Ukraine's energy infrastructure. Novelty. The study focuses on the current problems of the energy sector of Ukraine related to the post-war recovery and provides a detailed description of digital marketing tools and their application in accordance with the formulated goal. Practical value. The results obtained can become the basis for further research in the field of digital marketing in the energy sector.

The rapid evolution of digital marketing technologies has transformed the landscape of product marketing, enabling businesses to reach broader audiences and deliver personalized experiences. This paper explores effective product marketing strategies using digital marketing tools and technologies, focusing on their impact on customer engagement, brand awareness, and sales performance. Key strategies include leveraging social media platforms, search engine optimization (SEO), content marketing, and data-driven analytics to enhance campaign effectiveness. Integrating artificial intelligence (AI) and machine learning (ML) in digital marketing allows real-time customer insights, automated responses, and hyper-personalized advertisements. Additionally, omnichannel approaches ensure consistent messaging and seamless experiences across multiple platforms. Case studies highlight the successful implementation of these strategies across various industries, demonstrating measurable customer acquisition and retention improvements. The findings emphasize that adopting digital marketing technologies improves operational efficiency and creates competitive advantages in rapidly changing markets. This research provides actionable insights for marketers seeking to optimize their product marketing strategies in the digital era.

This paper examines how digital marketing strategies affect the purchase decision of the consumers in the furniture industry in Pakistan with consumer attitude as a mediator and brand equity as a moderator. The digitalization takes place at a fast pace, and more and more businesses demonstrate their dependence on digital marketing strategies, including social media, search engine optimization (SEO), content marketing, influencer marketing, and mobile marketing as the means to involve the consumers and optimise the market. This research relies on the empirical research conducted on 500 internet users in Pakistan studying the topic of furniture purchase experience. The analysis is done with the application of structural equation modeling (SEM) with SmartPLS 4.1.0.8 that is run to gauge relationships between digital marketing strategies, consumer attitude, brand equity, and purchase intent. The results indicate that the consumer attitudes have a large leaning power between the digital marketing strategies and purchase decisions though brand equity reinforces the effects. The study is actually useful to marketers and practitioners by providing them with useful information that can guide them to make strategic response to the use of digital marketing tools to boost the perception of the consumer, engage consumers, and even foster brand loyalty in a competitive market environment.

This study explores the transformative role of digital marketing in promoting sustainable development amid global crises-specifically war, restricted mobility, and disrupted infrastructure. Using Ukrainian organic cosmetics (HS 3304) as a case, it evaluates export opportunities to high-potential markets such as the UK, France, the Netherlands, Belgium, Canada, Singapore, Australia, and Japan. These markets feature strong demand for natural, ethical, and innovative products. Digital marketing is framed as a strategic instrument, supporting not only international promotion but also economic resilience, sustainability, and social recovery. It allows businesses to communicate without physical presence—vital during wartime-and optimize logistics, update consumers in real time, and ensure operational continuity despite infrastructure damage. Consumer-behavior analysis using SEMrush, Ahrefs, Google Trends, and social media listening shows consistent growth in organic, vegan, and sustainable beauty themes, while niche segments remain underserved with low competition and marketing costs-ideal for Ukrainian producers. The research highlights digital marketing’s role in supply chain flexibility, enabling rerouting, risk mitigation, and demand forecasting. It also supports the creation of digital products-virtual showrooms, AR tools, e-commerce, and chatbots—ensuring ongoing engagement during mobility restrictions. Environmental and social benefits are also emphasized: companies can reduce emissions, cut print and event-related transport, and involve consumers in crowdfunding and sustainability efforts. Finally, tools like Trade Map and The Global Economy help assess export potential, identify market trends, and guide entry strategies. The study offers a roadmap for Ukrainian businesses, positioning digital marketing as a critical lever for survival, growth, and integration into the global sustainable economy. Keywords: digital marketing, sustainable development, social resilience, economic resilience, environmental balance, consumer environmental behaviour, social inclusion, organic cosmetics, export, restricted mobility, logistics, logistical processes, supply chains, omnichannel marketing, crisis marketing, e-commerce, market analytics, business intelligence, ESG, ESG reporting, business processes, digital products and services, social media, email marketing, mobile applications, chatbots, online services, platform solutions, low-code/no-code platforms, crowdfunding, green content marketing, zero-waste, cruelty-free, consumer-behaviour trends, SEMrush, Ahrefs, logistics management, marketing research.

The article analyzes the role and importance of digital communications in the e-commerce segment in Russia. The main object of the research is the current trends and digital marketing tools used by online stores to increase customer loyalty and engagement. The study highlights the importance of personalizing interaction with the audience through social media, email marketing, SEO, native advertising and other ways of digital and convergent interaction. Special attention is paid to the impact of mobile technologies on the growth of the e-commerce market. The work also focuses on the prospects for further development of digital communications in the face of growing competition and constant changes in the needs of the audience. First of all, the research is focused on the specifics of the Russian digital communications market, but taking into account the experience and practice of foreign companies and audiences. Based on the analysis of secondary data, statistical indicators are considered, such as the growth of the e-commerce market in Russia, the share of online orders via mobile devices, as well as data on consumer behavior based on research conducted by Online Market Intelligence, Romir and others. The scientific novelty of this study lies in a detailed analysis of modern digital communication methods used in the Russian segment of e-commerce, taking into account the influence of mobile technologies and the specifics of the Russian market. The study shows the uniqueness of digital strategies adapted for the Russian consumer, including an emphasis on personalization, content marketing and the use of platforms such as VKontakte and Telegram, which has become especially important in the conditions of unavailability of some international services. The main conclusions of the article emphasize the importance of using digital tools such as SEO, email marketing and SMM to retain and attract customers. The effectiveness of digital strategies is ensured through a personalized approach that allows online stores not only to increase consumer loyalty, but also to strengthen the brand in the face of growing competition.

This study aimed to demonstrate the impact of digital marketing and evaluate the level of use through its strategies of search engine optimisation, search engine marketing, marketing content creation, social media marketing, mobile marketing, and email marketing on the market share of five-star hotels in Jordan. The current study focuses on the importance of digital marketing in the tourism industry. Both current and potential tourists depend on digital communication tools to obtain information about services, products, promotions and other related details online. Digital marketing allows for personalised communications and offers, but it is necessary to understand its types and value in tourism activities. As the industry becomes more complex and competitive, traditional marketing methods may no longer be sufficient. Therefore, tourism companies rely heavily on information and communications technology and work with global digital networks to distribute and sell their products. Effective digital marketing strategies are essential for increasing online exposure and attracting potential customers. The study adopted the descriptive and analytical field approach to collect data from the study sample of marketing managers, reservations and sales managers, and other participants in the marketing process. Moreover, the population consisted of all leadership and supervisory positions in twenty-one five-star hotels in Jordan, withapproximately 500 employees. The sample selected was 222 employees. The author also used the PLS‒SEM technique to analyse the data. This finding revealed that dimensions such as email marketing have a significant and positive effect on the market share of five-star hotels in Jordan. Similarly, mobile marketing, search engine marketing and social media marketing also have significant positive effects on the market share of the hotels studied. On the other hand, the results did not show that marketing content creation and search engine optimisation had no noticeable effect on market share. Furthermore, more studies on search engine optimisationand the creation and promotion of attractive marketing content are recommended, given the inability of the current study to prove its impact on market share. It also recommends that hotels strengthen their digital strategy to keep pace with rapid developments and the strength of competition across networks.