Global Digitalization as a Driver of Digital Marketing Development in Enterprises

Abstract

Abstract. The article examines global digitalization as a key driver of digital marketing development in enterprises under conditions of modern business transformation. The purpose of the study is to substantiate the impact of global digitalization on the effectiveness of enterprises’ digital marketing and to identify the key factors of its development. To achieve this goal, a комплекс of research methods was applied, including content analysis of scientific sources to systematize theoretical approaches, comparative analysis to examine domestic and foreign concepts, and correlation-regression analysis to assess the relationship between the level of digitalization and digital marketing performance. The results of the study indicate that global digitalization leads to a transformation of marketing activities through the transition to integrated digital systems of customer interaction management. It was determined that the average level of enterprise digitalization is 0.63, while the effectiveness of digital marketing is characterized by an average integrated indicator of 0.58. A strong positive relationship between digitalization level and digital marketing performance was confirmed (r = 0.78), demonstrating the crucial role of digital technologies in enhancing marketing effectiveness. It was found that data analytics (r = 0.81) and communication personalization (r = 0.84) have the greatest impact on performance. The study also revealed a positive динамика of key marketing indicators, including a 75.0% increase in conversion rate and a 50.9% increase in ROI, along with a 29.2% decrease in customer acquisition cost. The scientific novelty of the study lies in the comprehensive quantitative substantiation of the impact of global digitalization on digital marketing performance based on integrated indicators and statistical analysis methods. The approach to evaluating digital marketing effectiveness has been improved by integrating key performance metrics into a unified analytical model. The practical significance of the results lies in their applicability for enterprises in developing effective digital marketing strategies, optimizing marketing expenditures, and enhancing competitiveness in the context of digital economic transformation.