Modern approaches to digitalizing the marketing activities of an enterprise

Abstract

In the qualification work, the essence of enterprise marketing activities and their transformation under the influence of digitalization were explored. Prospects and challenges of digital marketing development were analyzed, with a focus on modern trends and tools. A correlation-regression analysis was performed to evaluate the impact of digital advertising metrics on the overall advertising media market. The current state and results of digitalization in the marketing activities of LLC Preiz were examined. Practical recommendations for enhancing marketing activities through digitalization were developed, including the implementation of a chatbot to improve customer interaction. A technical and economic assessment of the proposed recommendations confirmed their feasibility and potential for optimizing communication, increasing customer satisfaction, and reducing marketing expenses. Predictive assumptions – The results of this study can be applied to enhance the marketing strategies of enterprises across various industries, ensuring adaptability and competitiveness in the era of digital transformation. The proposed conceptual foundations and practical recommendations can serve as a basis for further research and development in the field of digital marketing.