Integration of digital marketing tools into the enterprise performance management system under the conditions of digital economic transformation

Abstract

The article examines the impact of digital marketing tools on enterprise management transformation, improvement of performance, and the creation of competitive advantages in the current economic environment. The aim of the research is to justify the key directions of integrating digital marketing tools into the enterprise management system to ensure its strategic and operational efficiency under the conditions of economic digital transformation. The study is based on an analysis of current marketing digitalization trends, including the examination of leading international companies’ experience and forecast data on the development of digital advertising. A systemic approach was applied to assess the influence of Big Data technologies, artificial intelligence, and automation on marketing processes. The research has revealed that the implementation of digital marketing tools such as personalization, automation, and big data analytics contributes to a significant reduction in information processing and decision-making time while increasing the precision of managerial strategies. It is demonstrated that artificial intelligence and Big Data technologies provide deep audience segmentation, enabling enterprises to create individualized communication scenarios that enhance conversion rates and customer loyalty. It was established that the integration of digital marketing tools, such as personalization and Big Data analytics, facilitates the creation of customized communication strategies, thereby improving the effectiveness of customer interaction and strengthening brand loyalty. The findings of this research can be utilized by enterprises in developing digital transformation strategies aimed at optimizing marketing processes and enhancing overall performance. The study proposes a comprehensive approach to assessing the impact of digital marketing tools on the transformation of business models, emphasizing their role as a source of managerial analytics. For the first time, the key directions of digital technology integration have been systematized, providing a synergistic effect in improving the financial and operational performance of the enterprise.