Digital marketing administration in a business territorial expansion strategy

Abstract

Annotation. The article examines the role of digital marketing administration in shaping and implementing a business territorial expansion strategy. The essence of digital marketing as a systemic management tool influencing the process of enterprise entry into new geographic markets is revealed. The dynamics of Ukraine's foreign trade relations in 2020–2022, characterized by the dual crisis pressure of the COVID-19 pandemic and the full-scale war, are analyzed, showing how these factors transformed the marketing strategies of domestic enterprises. It is established that Ukraine's foreign trade turnover in 2022 decreased by 29.5% compared to the previous year, while goods exports declined by 35.1%, indicating a critical need for diversification of channels for accessing international markets. It is determined that in conditions of destruction of traditional distribution channels and logistics chains, digital marketing becomes a priority tool for maintaining presence in foreign markets and attracting new consumers. The role of the omnichannel approach, search engine optimization, content marketing and social media marketing in the strategy of entering European and African markets is investigated. It is substantiated that effective digital marketing administration involves forming a balanced marketing budget, integrating online and offline channels, and adapting content to the cultural and linguistic characteristics of target markets. It is determined that digital marketing technologies democratize access to global markets, providing small and medium-sized enterprises with the ability to compete with major players through precise audience targeting and analytical decision-making tools. Directions for enhancing the competitiveness of Ukrainian business through systematic implementation of digital marketing technologies in territorial expansion strategies are identified.