THE INFLUENCE OF THE DIGITAL ECONOMY ON THE EFFECTIVENESS OF MARKETING PLANNING OF UKRAINIAN ENTERPRISES

Abstract

The article examines the impact of the digital economy on the effectiveness of marketing planning of Ukrainian enterprises in the conditions of structural transformation of the business environment. The relevance of the topic is due to the strengthening of the role of digital technologies, data and platform solutions in the formation of marketing strategies, as well as the need to increase the validity of management decisions in conditions of high market dynamics. The work analyzes the change in approaches to marketing planning under the influence of digitalization, automation and the development of data analytics, which leads to the transition from intuitive and fragmentary solutions to system, data-oriented management models. The empirical basis of the study is statistical and analytical data on the use of digital tools by Ukrainian enterprises during 2020–2024, which made it possible to identify the unevenness of the processes of digital transformation of marketing planning and the differentiation of its performance levels. It is substantiated that the presence of digital tools does not guarantee the automatic growth of the effectiveness of marketing activities without their systematic integration into the processes of analysis, planning and management decision-making. The methodological basis of the research is the methods of analysis and synthesis, comparative analysis of traditional and digital marketing planning, statistical analysis of dynamic series, generalization of analytical data, as well as systematic and structural-functional approaches to the evaluation of marketing processes. The article proposes an author's methodology for evaluating the effectiveness of digital marketing planning, which is based on a combination of the analytical capacity of the enterprise, the level of management integration of the analysis results and the actual effectiveness of marketing decisions. The obtained results show that the effectiveness of marketing planning in the conditions of the digital economy is determined not only by the level of technological support, but also by the quality of data, the speed of transformation of analytical results into management decisions and their consistency with the strategic goals of the enterprise. The practical significance of the research lies in the possibility of using the proposed approaches to improve the marketing planning system and increase the competitiveness of enterprises in the conditions of the digital economy.