Digital marketing strategy to increase the competitiveness of the enterprise

Svitlana Boniar and Iryna Karpenko
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Svitlana Boniar: National Transport University
Iryna Karpenko: National Transport University

Economic Synergy, 2025, issue 4, 126-137

Abstract: Research into the impact of digital marketing tools on the competitiveness of enterprises in conditions of high market turbulence, global competition, and limited resources is particularly relevant. In this context, there is a growing need for scientific justification of the effectiveness of digital marketing as a strategic tool for increasing the competitiveness of enterprises, which determines the relevance of the chosen research topic. The article examines the role of digital marketing strategy in enhancing an enterprise's competitiveness within the context of digital transformation and the dynamic market environment. The importance of digital marketing as a key tool for forming sustainable competitive advantages, strengthening interaction with target audiences, and adapting business models to changes in consumer behavior is substantiated. The main stages of a digital marketing strategy are identified and characterized. In the context of the digitalization of the economy and the rapid development of information technologies, digital marketing tools are becoming one of the key factors in shaping the competitive advantages of enterprises. Changes in consumer behavior, the growing role of online communications, content personalization, and data analytics necessitate a rethinking of traditional marketing approaches. Companies that actively implement digital marketing tools–such as SEO, SMM, content marketing, email marketing, targeted advertising, web analytics, and marketing automation–have the opportunity to increase brand awareness, expand their market presence, and strengthen consumer loyalty. It is concluded that the systematic and strategically sound application of digital marketing contributes to a company's growth in market position, increased customer loyalty, and long-term competitiveness.

Keywords: digital marketing; strategy; company competitiveness; digital transformation; competitive advantages; innovation (search for similar items in EconPapers)
JEL-codes: M10 M30 M31 M37 O32 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bja:isteus:y:2025:i:4:p:126-137

DOI: 10.53920/ES-2025-4-9

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