Digital communications in the "e-commerce" segment

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 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 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.

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.

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 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.

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.

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.

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.

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 paper represents the review of marketing management tools and technologies online: the concept of trust funnel, web-traffic temperature, digital marketing tools. The relevance of the work is determined by the following factors: first, globalization and digital revolution have irreversibly changed the trajectory of the marketing technology development path. Mass advertising has smoothly lost its influence, and companies began to focus more on the customer. The emergence of new digital media has led to new concept – digital marketing. Second, many organizations are using a combination of traditional and digital marketing channels; however, digital marketing is becoming more prominent as it allows for more precise tracking of resources and funds in relation to other traditional marketing channels. In conclusion, the authors highlight common elements in defining the concept of digital marketing: its connection with technological progress and the use of the Internet, leading us to social media. In the new digital age, the main function of marketing is to be in constant contact with users, customers, the community and other companies, provides relevant news and content that convey unique experiences, communicate with people, giving them the opportunity to interact with the company or brand.

In today’s digital age, digital marketing has become an integral part of our daily lives. The internet, mobile applications, social media and other digital communication tools have become ubiquitous and are used by billions of people worldwide. This study aimed to investigate the factors that affect consumer purchase decisions in digital marketing. A set of self-administered questionnaires has been distributed to 166 respondents in Malaysia. The stimulus-organism-response (SOR) theory was employed in this study. The independent variables included in this study are email marketing, social media marketing, mobile marketing, online advertising, influencer marketing and trust plays as a moderating variable in the study. The findings of this study revealed that five out of eleven hypotheses were supported. Trust significantly showed a mediation effect on the relationship between mobile advertising and online advertising on purchase decisions. These findings contribute to Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure) by providing inputs on digital marketing’s effects, which can relate to the advancements in technology and innovation within the marketing sector. This research offers important insights for individuals, marketers and employers. Digital marketing is a powerful tool that can help businesses reach a larger audience, even with a limited budget. Utilising digital marketing tools like online advertising provides a valuable opportunity to strengthen online visibility, target the right audience, boost exposure and improve business outcomes.

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.

PurposeThis paper aims to explore the experience of adoption of digital marketing and related tools by restaurant entrepreneurs or owners of restaurants in the UK and India.Design/methodology/approachThis study is based on qualitative research. In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations.FindingsFindings shed light on major changes in consumer behaviour and the readiness of restaurant owners to adopt digital tools for marketing restaurant businesses. Additionally, this paper also probes restaurant owners’ apprehensions in the process with an objective of retaining customers for a longer period.Originality/valueIt is also evident that there is a clear gap in the restaurant space in India and the UK as far as the adoption of digital marketing tools is concerned. The restaurants in India are yet to adequately harness the digital medium as a strategic tool for marketing. This research can potentially form the basis of further research in terms of using technology and digital tools to reach customers and creating a more personalized experience for them.