MODERN APPROACHES TO FORMING A COMPANY'S MARKETING INVESTMENT POLICY IN THE CONTEXT OF DIGITALIZATION

Abstract

The article examines modern approaches to forming companies' marketing investment policies in the context of digitalization. It is substantiated that digital technologies fundamentally transform business processes, alter consumer behavior and market trends, thus necessitating a rethinking of strategies for investing in marketing initiatives. Marketing investment policy is defined as a strategic mechanism for managing resources that integrates traditional marketing tools with innovative digital solutions to optimize investment flows and enhance their efficiency. Particular attention is paid to the role of tools such as big data analytics, marketing automation, artificial intelligence, personalized communications, and blockchain technologies. These are considered factors that not only reduce costs but also ensure transparency in investment processes and create new channels for attracting capital (e.g., crowdfunding). It is proven that forming a marketing investment policy in the context of digitalization requires a balance between innovation and economic feasibility, as well as between creative solutions and rational resource use. The need to adapt investment strategies to a changing environment and enhance companies' competitiveness through the integration of digital technologies is highlighted. Modern consumers expect brands to demonstrate environmental responsibility, transparency, and ethical behavior. In this context, investments in socially significant and environmentally friendly marketing projects are viewed as tools for building brand trust and creating added value for customers, investors, and society. It is established that marketing investment policy in the era of digitalization is not only an economic or technological category but also a crucial tool for the strategic development of companies, capable of combining innovation, financial performance, and social responsibility.