СУЧАСНІ ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ

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 purpose of the article is to highlight the specifics of the impact of digital marketing on increasing the competitiveness of domestic business from a practical perspective. It was determined that digital marketing in the context of increasing business competitiveness is a new stage in the development of marketing activities due to global digital transformation and changes in the business environment. It has been established that digital marketing tools allow business entities to solve a variety of marketing tasks. It was found that an important aspect of using digital marketing tools to increase the competitiveness of domestic business is the assessment of their effectiveness. It was determined that digital marketing creates a significant impact on increasing the competitiveness of domestic business. It was revealed that the main criterion for increasing the competitiveness of domestic business entities that use digital marketing tools is the improvement of management and the establishment of a feedback system between them and customers. Business entities usually need to choose digital marketing tools that can improve the efficiency of their business processes in interaction with partners and customers. Research has proven that content marketing, search engine optimization, search engine marketing, social media marketing, affiliate and influencer marketing, electronic and mobile marketing, and other digital marketing tools are effective digital marketing tools used to increase the competitiveness of domestic businesses. Digital marketing allows for the integration of multiple technologies (social, mobile, web systems, CRM systems, etc.) with sales and customer service, ensuring constant and high-quality communication between advertisers and end consumers. It penetrates traditional forms of communication to attract audiences and engage them in the virtual world based on the analysis of data about users and their behavior. In the perspective of further research, it is advisable to highlight the influence of digital marketing tools on the effectiveness of domestic business entities.

The study aims to analyze the effectiveness of digital marketing tools focusing on social media and website marketing, in promoting luxury apartments. The study collected data from real estate developers and marketers involved in the sale of luxury apartments, and the sample size was 95 respondents. A structured questionnaire survey was employed as the primary data collection method. The data were analyzed using the Statistical Package for Social Sciences (version 24). Descriptive statistics including frequencies, mean values, and percentages, were employed to analyze the data. The findings of the study indicate that both social media and website marketing are effective digital marketing tools for promoting luxury apartments. However, the study highlights that websites exhibit greater effectiveness compared to social media platforms in marketing luxury apartments. The outcomes of this research contribute valuable insights to real estate developers and marketers, guiding them in identifying the most suitable digital marketing tools for selling luxury apartments. By leveraging the knowledge gained from this study, real estate professionals can enhance their marketing performance and optimize their digital marketing strategies. Keywords: Digital Marketing, Marketing Effectiveness, Luxury Apartment, Social Media Marketing, Website Marketing

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.

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.

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.

This paper proposes a conceptual framework for integrating digital health marketing strategies with public health initiatives to enhance healthcare access and outcomes in underserved communities. The framework focuses on leveraging digital marketing tools such as social media, mobile applications, email campaigns, and search engine optimization to disseminate critical health information, promote preventive measures, and engage communities in healthier behaviors. It addresses the persistent challenges faced by underserved populations, including limited healthcare access, low health literacy, and cultural barriers, by utilizing the accessibility and broad reach of digital channels. The proposed framework incorporates three core components: (1) Health Information Dissemination, which explores the use of targeted digital campaigns to provide culturally relevant and accessible health education; (2) Community Engagement, which leverages interactive platforms such as social media and mobile apps to foster participation in preventive healthcare initiatives and healthy lifestyle practices; and (3) Behavioral Change Promotion, which emphasizes using digital tools to influence health behaviors through personalized messaging, reminders, and virtual support groups. By integrating digital marketing strategies into public health programs, the framework aims to improve healthcare outcomes by increasing awareness of preventive measures, enhancing early diagnosis, and promoting disease management. It also underscores the role of data analytics in refining outreach efforts by identifying specific health needs, tracking engagement, and measuring the effectiveness of interventions. This conceptual framework holds promise for healthcare providers, policymakers, and digital marketers seeking to enhance public health outcomes in underserved communities. It provides a structured approach to combining the strengths of digital marketing with public health goals, creating more inclusive, accessible, and effective health interventions. Future research and case studies can build on this model to refine digital health marketing strategies and assess their long-term impact on public health in underserved populations.

Digital marketing uses digital technologies and media to achieve marketing goals. With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry. Restaurants have used various facets of digital marketing to attract and influence customer decisions. The study attempts to identify the digital marketing tools based on the asset-process-performance (APP) framework. The study utilises the structural equation modelling technique to determine the structural relationship among various digital marketing variables. The result indicates that social media, online branding, online advertisements, and post-service quality have a significant impact on the competitiveness of the restaurant industry. Further, the research provides implications for practitioners and policymakers.

Purpose. The purpose of this article is to consider the role of the main digital tools, their advantages, and challenges of use in the marketing management system of enterprises. Design/methodology/approach. The research used the following general scientific methods of scientific knowledge: comparative analysis and synthesis, systematization, and theoretical and logical generalization. Scientific works and articles on the Internet of domestic and foreign scientists who study issues related to the field of digital marketing became the informational, theoretical, and methodological basis of the research. A systematic review of literary sources and scientific publications made it possible to get acquainted with existing theories, concepts, and research in the field of digital marketing. This method is used for conducting comparative analysis and synthesis to generalize information. The method of theoretical and logical generalization of the advantages and challenges of using digital tools made it possible to draw reasonable conclusions about their use in the marketing management of enterprises. Findings. The article examines the key roles of digital tools in the modern marketing management of domestic enterprises: attracting and retaining an audience, increasing brand awareness, personalizing communication, increasing the effectiveness of advertising, measuring results, interacting with the audience, and global access. Popular digital marketing management tools are highlighted, which include a wide range of technologies, online platforms, and web services that help businesses interact with audiences, promote their products or services, and measure the effectiveness of their marketing efforts, including websites, contentmarketing, search engine optimization website, search advertising, social media, e-mail, web analytics, virtual and augmented reality technologies, chatbots, QR coding. Advantages are considered and attention is paid to the challenges associated with the use of digital tools in the marketing management system of enterprises. Practical implications. The results of the study demonstrate the importance of adaptation of domestic enterprises to the digital environment in modern business. Digital tools have become a necessary part of marketing strategy, and understanding and using them play a critical role in achieving success. Businesses that have a proper understanding of digital marketing can help improve the effectiveness of their marketing campaigns, creating a competitive advantage in the market. It also helps to increase sales, increase profitability, and improve interaction with customers. However, using digital tools also brings challenges, including the need to keep up with rapid changes in technology and the competitive environment. Businesses must be ready to adapt and learn to remain competitive. In practical terms, the study provides enterprises with useful information and recommendations on the effective use of digital tools in marketing management. This will help enterprises to grow, develop, and successfully compete in the conditions of digitalization. Originality/value. The article reflects a modern approach to considering digital tools in the marketing management of enterprises and takes into account the latest technological trends and changes in the Internet environment. Consideration of digital tools of marketing management of enterprises is carried out from a comprehensive approach, taking into account their role, advantages, and challenges of use in one context. This makes the article a valuable source of information for entrepreneurs and marketers looking to improve their digital marketing strategies and practices.

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.

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 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

Digital marketing has emerged as a crucial driver for sustainable tourism development, with research highlighting its potential to influence consumer behaviour and promote eco-responsible practices. This study explores how digital marketing tools, including social media and content marketing, can support sustainable tourism goals by aligning with environmental, social and economic objectives. Through a case analysis of Gdańsk, Poland, the research study examines how digital marketing strategies have been tailored to extend tourism beyond peak periods, promote local culture and minimise environmental impacts. Gdańsk’s approach underscores the importance of aligning marketing strategies with the values of residents, local businesses and tourists to create a tourism model that respects the destination’s unique heritage and environment. The study highlights the significance of ongoing stakeholder education, strategic adaptation to evolving digital trends and developing collaborative tourism communities to support these efforts. Additionally, this chapter emphasises the need to incorporate diverse stakeholder perspectives when defining sustainable tourism objectives. A dynamic dialogue and continuous feedback loop enable tourism initiatives to address community interests and business goals, ensuring balanced outcomes. In conclusion, Gdańsk’s initiatives illustrate how digital marketing can actively support sustainable tourism by fostering a responsible and respectful tourism model. The study suggests that, as technology advances, future research should investigate the potential of artificial intelligence (AI) in enhancing sustainable tourism practices, further contributing to tourism models that prioritise local well-being alongside economic growth.

The era of digital marketing has arrived and has grown accordingly. Among the many approaches to digital marketing, different marketing strategies have different factors for success and results. While many scholars focus primarily on measuring the effects of different marketing approaches, this paper focuses on analyzing the factors contributing to the operation and success of different marketing models. There are many digital marketing tools, and this paper selects two of the more used digital marketing tools for analysis and uses case studies to analyze how word-of-mouth marketing and interactive marketing have contributed to the development of brands and what the success factors are to provide more ideas for the development of digital marketing. The structure shows that several factors contribute to the implementation and success of all types of digital marketing, which are closely focused on target customers, digital platforms, marketing content, and methods, as well as on the tracking of data. Today’s rapid development of digital media and technological innovations have also laid a solid foundation for the development of digital marketing.