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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
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Liburkina L. M.

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Digital Mechanisms of Management of the Marketing Potential of the Enterprise


,. (2025) “Digital Mechanisms of Management of the Marketing Potential of the Enterprise.” Business Inform 2:766–766.
https://doi.org/10.32983/2222-4459-2025-2-766-766

Section: Management and Marketing

Abstract:
The article examines modern digital mechanisms for managing the enterprise's marketing potential. The key concepts of digital marketing affecting the competitiveness of enterprises in a dynamic business environment are analyzed. In today's conditions of global digitalization, enterprises are forced to adapt their marketing strategies to new realities in order to ensure competitiveness and sustainable development. The use of digital technologies in marketing activities contributes to the improvement of the effectiveness of communications with customers, optimization of business processes and personalization of offers. The main aim of this article is to survey the digital mechanisms for managing the company's marketing potential, to determine their advantages and opportunities for integration into modern business models. Key technologies such as artificial intelligence, big data, blockchain and automated CRM systems are identified, which play a decisive role in the digital transformation of marketing strategies. The influence of digital tools on the effectiveness of marketing campaigns, personalization of customer experience, optimization of costs and increase in profitability of enterprises is outlined. The advantages of using analytical platforms and machine learning algorithms for recognizing consumer trends and forecasting demand are considered. The need for the introduction of digital technologies to expand the marketing capabilities of enterprises in the context of global digital transformation and competition on international markets is substantiated. A structural approach to the integration of digital solutions into the marketing management system of the enterprise is proposed, which includes market analysis, the use of automated platforms for working with clients, increasing the level of data security and the implementation of innovative marketing strategies. The prospects for the further development of digital technologies in the field of marketing management and their potential impact on the business models of enterprises are determined.

Keywords: digitalization, marketing, potential, digital marketing, artificial intelligence, enterprise management, marketing potential.

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