Marketing strategy of enterprises in the digital economy

Abstract

This article examines the challenges of strategic marketing in the context of the emerging digital economy and intensifying competitive pressures. It systematizes modern strategic marketing tools, including Porter's competitive forces model, SWOT and PESTLE analyses, the BCG matrix, STP segmentation, Customer Journey, NPS, VoC, and AI/ML forecasting. Their role in market assessment, strategic planning, differentiation of consumer groups, and competitive positioning is established. It is determined that digital technologies can significantly enhance the effectiveness of marketing strategies through process automation, personalized communications, and improved demand forecast accuracy. A study of companies across various economic sectors revealed a strong correlation between the maturity of their marketing strategy and key financial indicators. AI/ML forecasting, customer journey analysis, and digital analytics were found to be the most effective tools. The aim of the study is to substantiate theoretical approaches and modern strategic marketing tools for companies in the digital economic environment and determine the impact of digital technologies, analytical platforms, and marketing strategies on the competitiveness and operational efficiency of companies. The methodological approach combines general scientific and specialized methods, including analysis and synthesis, system-structural analysis, comparative methods, graphical methods, and logical generalization. The study's results demonstrate that strategic marketing in the digital era is evolving from classical transactional logic to customer-centric and flexible management systems based on data, personalization, and technological integration. The practical value of the study lies in the substantiation and practical application of modern marketing approaches aimed at strengthening the competitiveness of enterprises in an unstable market environment.