digital marketing

Digital transformation planning plays an important role because it ensures the efficient functioning of the company in conditions of increasing competition and dynamic external environments. Efficient operations cannot be achieved without optimizing internal business processes and reducing operational costs. Therefore, it is expedient to implement a system of strategic digital planning for the purpose of economic growth in the context of expanding foreign economic activity.

This research is dedicated to the adaptation of the international marketing model for Tile LLC a Ukrainian company specializing in the manufacture of metal roofing and facade materials, targeting entry into the Slovak market. The study addresses the pressing issues caused by insufficient localization and cultural adaptation of marketing strategies, which limit the effectiveness of the company’s export activities and weaken its competitive position abroad.

The strategic importance of digital marketing for nonprofit organizations (NPOs) in 2025 is emphasized in this article. It is examined how success in a dynamic digital environment depends not only on the social mission but also on the ability to understand online audiences, leverage emerging technologies, and adapt to evolving trends and threats. Current industry reports, expert forecasts, and marketing publications have been analyzed to systematize knowledge about the future of digital marketing in the nonprofit sector.

The article explores the role and practical application of Customer Relationship Management (CRM) systems and Customer Data Platforms (CDPs) in forming customer-centric business strategies in the context of digital transformation and increasing competition. Particular attention is paid to the struc- tural and functional differences between CRM and CDP, as well as their potential for synergistic integra- tion.

The article formulates the essence of the concept of "digital transformation of business". The main strategic aspects of digitalization in the modern conditions of the functioning of international companies are substantiated. Based on the results of the research, the challenges of digital transformation were identified, and various types of digital business models were analyzed. The reasons that exacerbate problems in the field of digital transformation of business are formulated. Stages of the process of digital business transformation based on change management are recommended.

As a result of globalization processes, information about products, firms is distributed through websites, social networks, chats, platforms, etc. Every year, the number of involved users of the Internet and social networks grows, as people increasingly prefer digital sources of information in contrast to traditional ones. Digitalization processes in the world are intensifying, so digital marketing today is a promising direction of product promotion, clearly oriented to the target audience. It provides fast twoway ‘seller-buyer’ communication, deep analysis of consumers.

The industry of metal-plastic window structures is quite developed: this product is popular in many countries of the world. In Ukraine, the window market is growing relatively slowly compared to previous years, by 2019 and the beginning of the coronavirus pandemic, there was a market growth of 5-7%. The growth rate and development of the market depend significantly on the dynamics of con- struction, which is negatively affected by the bureaucratization of the process of obtaining permits (for construction or reconstruction).

Purpose – The purpose of the article is to study the evolution of digital marketing through the study of approaches to the interpretation of the categorical and conceptual apparatus; systematization of the distinctive characteristics of traditional marketing, internet marketing and digital marketing. The authors hypothetically suggest that digital marketing is the highest form of evolution of internet marketing and traditional (classical) marketing.

In the article the relevance of using modern digital marketing tools, namely the marketplaces, is investigated. The description of the “markeplays” concept is given, its types, main features and advantages of application are highlighted.  Describes its main advantages, disadvantages and features of application for the development of e-business.