DIGITAL TOOLS OF INNOVATION MARKETING IN THE SYSTEM OF STRATEGIC BUSINESS DEVELOPMENT
DOI:
https://doi.org/10.32999/ksu2307-8030/2026-58-8Keywords:
digital marketing tools, innovation marketing, strategic development, digital communications, marketing analytics, e-commerceAbstract
The purpose of the study is to substantiate applied approaches to the use of digital tools of innovation marketing in the process of strategic development of enterprises and to determine their role in forming an effective system of interaction with the market. The paper focuses on the analysis of practical mechanisms for the use of digital communication platforms, customer relationship management systems, analytical services, and electronic sales channels. The research methodology is based on a set of applied analytical approaches, including the systematization of digital marketing practices, structural analysis of market communication tools, modeling of the integration of digital technologies into the marketing infrastructure of an enterprise, and the development of integral indicators for evaluating the effectiveness of digital marketing tools. Within the study, generalized models were developed for assessing the effectiveness of digital marketing, forecasting demand for innovative products, and determining the strategic effect of integrating digital marketing technologies into the enterprise management system. The results obtained demonstrate that the use of digital marketing tools ensures the formation of a multichannel system of interaction with consumers that combines communication platforms, analytical services, and electronic distribution channels. It has been established that the integration of digital marketing technologies forms a comprehensive marketing infrastructure that combines information flows, tools for analyzing consumer behavior, and mechanisms for managing customer experience. The practical significance of the research lies in the development of applied approaches to integrating digital marketing tools into the strategic management system of enterprises, which contributes to improving the effectiveness of marketing activities, expanding market opportunities, and forming sustainable competitive advantages in the digital business environment. The novelty of the study lies in the formation of a systemic approach to the use of digital marketing technologies in the process of promoting innovative products and ensuring the strategic development of enterprises.
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