Marketing tools for ensuring the competitiveness of an enterprise in the context of digital transformation

Oksana Karpenko and Yevhenii Matviichuk
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Oksana Karpenko: Higher Educational Institution "Academician Yuriy Bugay International Scientific and Technical University"
Yevhenii Matviichuk: State University of Infrastructure and Technologies

Economic Synergy, 2024, issue 1, 31-43

Abstract: The article is devoted to the study of marketing tools for ensuring the competitiveness of an enterprise in the context of digital transformation. Today's business landscape is changing rapidly due to the process of digital transformation. Digital technologies affect all aspects of businesses and require them to be flexible and responsive to change. In such conditions, ensuring competitiveness becomes a key task for any enterprise. To remain competitive, businesses must be ready to implement new technologies and processes that can help improve their productivity and efficiency. One of the key strategies for ensuring competitiveness in the digitalized economy is the active use of digital marketing tools. The features of modern digital marketing tools are characterized and defined. To compete successfully in the digital economy, enterprises need to actively use these technologies and constantly adapt their marketing strategies to changes in consumer behavior and technological trends. This is the only way they will be able to maintain their competitiveness and ensure sustainable development in the current environment.

Keywords: digital transformation; competitiveness; digital marketing tools; enterprise; innovation; digital technologies (search for similar items in EconPapers)
JEL-codes: M31 M37 O32 O33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bja:isteus:y:2024:i:1:p:31-43

DOI: 10.53920/ES-2024-1-3

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