СУЧАСНІ ПІДХОДИ ДО ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ЯК СКЛАДОВОЇ ЕКОНОМІЧНОГО ЗРОСТАННЯ ПІДПРИЄМСТВА

Abstract

Relevance. The modern business environment is characterized by rapid digitalization, which changes approaches to the formation and implementation of marketing strategies. In the digital age, enterprises must quickly adapt to new methods, mechanisms and tools of economic growth, among which strategizing is not the last place. Marketing strategy, as a component of the overall strategy of economic growth of the enterprise, determines the direction of development and promotion in the market, and digital technologies implement innovative means and opportunities for interaction with the target audience, increasing the efficiency of marketing processes, logistics chains, accounting processes, etc.

The introduction of digital technologies into all areas of activity - from production to marketing - creates an environment in which enterprises must interact with consumers in real time and regardless of distance. Therefore, the processes of attracting new channels and means of communication are activated, namely social networks, messengers, mobile applications, websites, e-commerce platforms, etc. At the same time, a new type of consumer is being formed, more involved in digital communications, which leads to significant changes in consumer behavior. Thus, the relevance of the study is determined by the need to form new approaches to building a marketing strategy as a component of the economic growth of an enterprise in modern conditions.

The purpose of the article is to form a scientific and applied basis for developing an enterprise's marketing strategy to ensure its economic growth in the context of digitalization of the economy and society, as well as changes in consumer behavior.

Research methods. A complex of general scientific and special methods was used, in particular, abstract-logical, analytical, visualization and others.

Results obtained. A mechanism for implementing an omnichannel marketing strategy in the activities of the enterprise was formed.

The scientific novelty in the formation of an approach to developing an omnichannel marketing strategy, which optimally combines both traditional and new digital marketing tools, namely offline and online tools into a single mechanism focused on consumer convenience and increased economic efficiency.

Conclusions. Digital transformations significantly change approaches to the formation of marketing strategies. Digitalization forms new tools and opportunities, allowing for the optimal combination of offline and online tools in order to maximally take into account the changing needs of consumers. A successful marketing strategy in the context of digitalization must be customer-oriented and omnichannel, which will contribute to the economic growth of the enterprise in modern conditions.