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Liburkina L. M.

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Integration of Digital Channels into Marketing Strategy – Efficiency and Impact on Business Results
Shevchenko M. О.

Shevchenko, Maksym О. (2025) “Integration of Digital Channels into Marketing Strategy – Efficiency and Impact on Business Results.” Business Inform 8:572–580.
https://doi.org/10.32983/2222-4459-2025-8-572-580

Section: Management and Marketing

Article is written in Ukrainian
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Abstract:
The aim of the article is to conduct a comprehensive study of the features of integrating digital channels into enterprises’ marketing strategies, to evaluate their impact on business process performance, and to develop practical recommendations for improving customer interaction efficiency. A detailed analysis was carried out on approaches related to digital marketing as well as the main tools used in the context of the modern economy. Special attention was paid to the evolution of digital channels, reflecting the gradual shift from traditional promotion methods to building integrated digital strategies. It has been demonstrated that using tools such as mobile marketing, email, CRM systems, content marketing, big data analysis, and social media significantly enhances communication efficiency, fosters the development of long-term customer relationships, and allows for optimizing advertising and promotional costs. The influence of digital channels on the development of marketing strategies in the context of the digital transformation of the economy is examined. A comprehensive analysis of key digital marketing tools that facilitate the efficient achievement of strategic goals and the adaptation of enterprises to changes in the modern economic environment has been carried out. Future research prospects include determining mechanisms for implementing the latest technologies, including artificial intelligence, blockchain, virtual and augmented reality, in the process of shaping marketing strategies. Studying the practical aspects of digital channels, which ensure the creation of a high level of customer experience at every stage of interaction, remains relevant. The further development of digital marketing may lead to the squeezing out the existing marketing management models, promoting the formation of new types of digital channels based on modern digital technologies.

Keywords: digital marketing, mobile marketing, email marketing, CRM systems, artificial intelligence, big data, business strategy, digital transformation.

Tabl.: 1. Bibl.: 8.

Shevchenko Maksym О. – Postgraduate Student, Department of Business Economics, Bohdan Khmelnytsky Cherkasy National University (81 Shevchenka Blvd., Cherkasy, 18031, Ukraine)
Email: [email protected]

List of references in article

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