DIGITAL MARKETING IN STRATEGIC MANAGEMENT: TRENDS AND PERSPECTIVES

Abstract

The development of digital technologies is fundamentally transforming strategic enterprise management, particularly through the active use of digital marketing. This article examines the theoretical foundations of digital marketing in strategic management, its role in building competitive advantages, and ensuring the long-term development of enterprises. The study explores the main categories of digital marketing tools, including SEO, content marketing, PPC advertising, email marketing, ASO, SMM, and data analytics. Special attention is given to the integration of artificial intelligence (AI) and big data in marketing strategies, enabling predictive analytics, customer behavior modeling, and process automation. The paper identifies key trends in digital marketing, such as process automation, content personalization, omnichannel approaches, and AI-driven marketing. The increasing importance of AI-powered chatbots, voice search optimization, and influencer collaborations in digital campaigns are highlighted as transformative factors in modern business strategies. However, the widespread adoption of digital marketing tools also introduces significant challenges. The study identifies major risks, including cybersecurity threats, frequent changes in digital platform algorithms, ethical concerns related to AI-based personalization, and the increasing difficulty of evaluating the effectiveness of strategic marketing decisions. In this context, enterprises must develop flexible marketing strategies that can quickly adapt to technological advancements and evolving consumer behaviors. Furthermore, the article attempts to forecast the future development of digital marketing in strategic management and its implications for enhancing business competitiveness. The shift towards greater reliance on AI, augmented and virtual reality (AR/VR), and programmatic advertising is expected to drive further innovation in the field. As a result, the research underscores the necessity for businesses to adopt a comprehensive and adaptive approach to digital marketing, aligning their long-term strategic goals with emerging technological opportunities. Practical recommendations are provided for effectively implementing digital marketing tools in strategic management to improve business performance, optimize decision-making processes, and maintain sustainable competitive advantages in an increasingly digitalized market environment.