Digital transformation of marketing strategies of enterprises in an unstable external environment

Анотація

The article addresses theoretical and practical issues in ensuring the digital transformation of enterprises’ marketing strategies amid an unstable external environment and the development of the digital economy. The relevance of the research topic stems from the fact that, in the context of economic digital transformation, traditional marketing approaches based on demand stability and the predictability of market processes have lost their effectiveness, necessitating the development of new, adaptive, digitally oriented marketing strategies. In this regard, the study aims to analyze, generalize, and substantiate the directions of digital transformation of enterprise marketing strategies in the context of the development of the digital economy. To achieve this goal, the study substantiates that the digital transformation of a marketing strategy involves a shift from a product-oriented logic to a customer-centric management model, in which the main sources of competitive value are information, communication speed, personalized offers, and the ability to adapt promptly. The potential directions for digital transformation of enterprise marketing strategies are systematized into operational, tactical, and strategic management levels. It is substantiated that, at the operational level, digitalization enables business process optimization and cost reduction; at the tactical level, it enhances the effectiveness of marketing campaigns; and at the strategic level, it contributes to the creation of long-term competitive advantages. The main directions of digital transformation include implementing omnichannel communications, automating marketing processes, leveraging big data and artificial intelligence tools, using CRM systems, applying marketing analytics, personalizing the customer experience, and integrating digital ecosystems. Real-world examples of the digital transformation of marketing strategies for Ukrainian enterprises across various industries have been studied, confirming the practical effectiveness of integrating digital tools into marketing management systems. The analysis of unsuccessful digital transformation experiences has shown that the main barriers are cultural resistance to change, a shortage of qualified personnel, outdated IT infrastructure, unclear performance indicators, and insufficient management change. Transformation failures are most often associated not with technological solutions, but with organizational and strategic factors. Thus, the success of digital changes largely depends on the alignment of the digital strategy with the enterprise’s overall business strategy, the level of digital competencies of personnel, and the organization’s readiness for change. Keywords: digital transformation, digitalization, marketing, marketing strategy, digital economy, digital resilience.

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