Digital marketing strategy as a tool for business adaptation to the conditions of the digital economy

Abstract

The digital transformation of business and the development of information technologies open up new opportunities and challenges for enterprise marketing activities. In the context of the modern digital economy, the effective development of digital marketing strategies has become a critical condition for business success. The authors emphasize that a digital marketing strategy is a comprehensive action plan that includes the use of digital platforms and tools to engage with target audiences and achieve marketing goals. The focus is placed on various levels of engagement: from digital marketing as a communication channel to creating new business models based on innovation and process automation. The article also substantiates the importance of integrating all levels of a digital strategy to achieve sustainable competitive advantage and adapt to changes in the digital economy.