Digital transformation of the company’s marketing promotion strategy

Анотація

The article is devoted to the study of the essence, features, and practical significance of the digital transformation of a company’s marketing promotion strategy in the context of the growing role of digital technologies, changes in the information environment, and the evolution of consumer behavior. It has been established that the transition from traditional to digital approaches is not merely a technical update, but a systemic managerial transformation that encompasses all stages of marketing activity – from the analysis of digital presence to data-driven decision-making and automated customer interaction management. The key factors influencing the digital transformation of marketing strategies have been identified, including the active implementation of information and communication technologies, rising demands for personalized services, intensified competition in the digital space, and the influence of national digital policy. Within the framework of the study, a conceptual model of a digital marketing strategy is substantiated. The model includes five sequential stages: auditing the company’s digital presence, segmenting the target audience and developing a customer profile (buyer persona), developing a content strategy tailored to specific segments, integrating digital communication channels and launching multichannel campaigns, as well as evaluating effectiveness using key performance indicators (CTR, CAC, ROI, LTV, CR), A/B testing tools, heatmaps, and analytical platforms (Google Analytics, CRM systems). A comparative analysis of traditional and digital promotion strategies has been conducted, which confirms the advantages of the digital approach in terms of personalization, flexibility, interactivity, accuracy of performance evaluation, and managerial adaptability. The research findings have practical relevance for improving marketing communication effectiveness and strengthening the competitiveness of enterprises. Keywords: digital transformation, marketing strategy, promotion strategy, digital marketing, marketing analytics, customer-centricity, digital channels, omnichannel communication, consumer behavior, marketing performance.

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