FORMING A DIGITAL MARKETING STRATEGY

Abstrakt

INTRODUCTION.This article examines the theoretical and methodological foundations for developing a digital marketing strategy in the context of the economy’s deep digitalization, the transformation of consumer behavior, and the growing role of online communication channels in business-consumer interactions.

THE PURPOSE OF THE STUDY IS stems from the fact that digital marketing has evolved from a supporting tool into one of the key elements of corporate marketing strategies, and the market volume of online advertising and digital marketing in Ukraine has reached approximately $1.2 billion, with an internet penetration rate of 82.4% of the population.

RESEARCH METHODS. The methodological basis of the study consists of methods of analysis, synthesis, comparison, scientific generalization, and a systematic approach, applied to the analysis of scientific sources by foreign and domestic authors, as well as practical reports from analytical companies. Elements of structural-functional analysis were used to distinguish between the levels of business, brand, marketing, and digital marketing strategies, and methods of classification and content analysis –to systematize types of digital strategies by duration, type of interaction, geography, media type, level of channel integration, and digital directions.

RESALTS. This paper summarizes various methodological approaches to the interpretation of digital marketing and formulates an integrated definition of marketing strategy as a comprehensive system of goals and long-term decisions that combines an action plan and a set of measures for achieving marketing objectives. The content of a digital marketing strategy is revealed as an evolutionary continuation of the classical marketing strategy, based on data, adaptability, multichannel communication, and personalization. The basic methodological frameworks for developing a digital strategy (SOSTAC, RACE, STP) are systematized, and the role of the key performance indicator (KPI) system in ensuring the continuous optimization of marketing activities is defined.

CONCLUSIONS. The practical value of this work lies in the fact that the results obtained can be used by companies to build well-founded digital marketing strategies, develop a set of metrics to evaluate their effectiveness, and select the optimal combination of digital marketing tools depending on the type of interaction, planning horizon, and available resources. The proposed generalizations provide a methodological foundation for further applied research in the field of digital marketing, particularly for the B2B segment.

KEYWORDS. classification of digital strategies; key performance indicators (KPIs); marketing strategy; digital marketing strategy; digital marketing; SOSTAC, RACE, and STP frameworks; digital transformation of businesses.