CONCEPTUAL GUIDELINES FOR STRATEGIC PROMOTION OF GOODS AND SERVICES BASED ON DIGITAL MARKETING SOLUTIONS
Abstract
Timely identification and forecasting of Digital trends contributes to the safe implementation of new solutions and the expansion of market presence for international companies. Focusing on current and future trends, enterprises can more effectively manage their own reputation, respond faster to the challenges of the information field and minimize the negative impact of external factors. Thus, the processes of systematic monitoring and forecasting of Digital trends play the role of both a marketing success tool and a critically important component of sustainable corporate growth. The paper improves the conceptual provisions of the digitalization of marketing activities of international companies on the basis of a promotion policy using Digital Marketing tools that take into account regional specifics and internal capabilities of the globalized commercial landscape, support the potential for continuous strategic adaptation in conditions of dynamic competition, and form a system for promoting transnational brands, taking into account their organizational resources and global trends. Systematic tracking of digital changes and digital trends ensures proactive decision-making regarding the implementation of technological innovations and strategic scaling of business activity in international markets. Operating with current and future communication trends contributes to the improvement of corporate image management strategies, ensures timely adaptation to information threats and reduces vulnerability to destructive external factors. The conceptual provisions of the formation of a policy for promoting goods and services using Digital Marketing tools indicate that the modern market requires a comprehensive and integrated approach. The use of digital channels and marketing communication methods allows companies to significantly strengthen their relationship with customers, provide a high level of personal experience and promptly take into account changes in their needs. The effectiveness of promotion policies in Digital Marketing conditions is confirmed by the ability of a business to quickly adapt the strategy, clearly track its effectiveness through conversion rates, ROI, and also through consumer behavior analytics. Thus, it is Digital Marketing that acts as a key factor in the competitiveness of enterprises, enabling them to effectively achieve business goals in a dynamic digital environment.
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