DIGITALIZATION OF ENTERPRISE MARKETING MANAGEMENT

Abstract

The article examines the theoretical and methodological foundations of enterprise marketing management in the context of digitalization. The critical importance of digital marketing transformation for ensuring enterprise competitiveness in the modern business environment has been substantiated. A comparative analysis of traditional and digital marketing was conducted across twelve criteria, which demonstrated significant competitive advantages of digital technologies in terms of audience reach, measurability of results, personalization, and campaign launch speed.

An original definition of marketing management using digital technologies has been proposed, which integrates the process, instrumental, and performance aspects of digital marketing management. A systematization of digital marketing management principles for enterprises has been carried out, forming the methodological foundation for building an effective marketing management system in the era of digital transformation. It has been established that the comprehensive application of systematized principles provides a synergistic effect, creates substantial competitive advantages through increased efficiency of marketing investments, improved customer experience, and develops the enterprise's ability to rapidly adapt to dynamic changes in the market environment.

A comprehensive systematization of marketing management tools in the context of digitalization has been developed based on functional-purposeful characteristics, identifying three basic categories: analytical tools and information systems, digital communication channels, and customer relationship management tools. The functional characteristics, advantages, and capabilities of key tools in each category have been analyzed, enabling enterprises of any size to select an optimal combination of technological solutions according to their operational specifics, strategic goals, and budget capabilities. The research results form a conceptual foundation for building a comprehensive marketing management system and provide practical recommendations for the optimal use of digital technologies to achieve enterprise strategic objectives.