The Impact of Digital Marketing Tools on the Effectiveness of Promoting Innovative Products

Abstract

Abstract. Purpose. The purpose of the article is to develop an integrated approach to assessing the impact of digital marketing tools on the effectiveness of promoting innovative products, taking into account the specifics of their life cycle and the conditions of digital transformation of the economy. Particular attention is paid to identifying causal relationships between a company’s digital activity and the commercial performance of innovations, as well as to developing a system of indicators for evaluating the effectiveness of digital communications. Methods. The study employs a set of general scientific and specific research methods: system and structural-logical analysis to develop a conceptual model; comparative analysis to generalize approaches to the classification of digital marketing tools; methods of economic analysis and modeling to substantiate an integrated KPI system; and graphical modeling to visualize logical and structural relationships between innovation perception barriers and digital tools used to overcome them. The theoretical framework is based on the concepts of digital transformation, innovation management, the Balanced Scorecard, attribution models, and marketing mix modeling. Results. It is substantiated that an innovative product is characterized by a high level of market uncertainty, which requires educational influence on consumers and demand formation through digital communication channels. A classification of digital marketing tools has been developed according to their functional purpose, stages of innovation diffusion, and types of digital channels. A logical and structural model of overcoming innovation perception barriers through digital tools is proposed, along with an integrated approach to assessing their effectiveness based on a KPI system (ROI, ROMI, LTV, CAC, conversion rate, diffusion indicators). The necessity of adapting evaluation tools to the stages of the product life cycle and actively using AI and Big Data technologies is demonstrated. Conclusions. It has been established that the effectiveness of promoting innovative products in the digital environment depends on the systematic integration of digital marketing tools into the strategic management of an enterprise. The proposed analytical and methodological approach enhances the validity of managerial decision-making, optimizes marketing budgets, and accelerates the diffusion of innovations, thereby contributing to the formation of competitive business models in the digital economy.