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Information × Registration Number 0226U000218, (0124U000158) , R & D reports Title Digital Marketing Management popup.stage_title Управління цифровим маркетингом Head Iankovets Tetiana M., Кандидат економічних наук Registration Date 06-01-2026 Organization State University of Trade and Economics popup.description1 Research of approaches to digital marketing management, substantiation of digital marketing strategies, systematization of digital marketing tools, identification of factors of influence of digital marketing on the efficiency of enterprises popup.description2 The object of this study is the process of managing digital marketing for an enterprise. The purpose of this work is to theoretically substantiate and develop strategic approaches to managing an enterprise's digital marketing, as well as to substantiate the synergistic relationship between strategic assets and digital marketing tools, which ensures increased efficiency in consumer interaction and competitiveness in the digital environment. The system of strategic management of digital marketing is substantiated, the system-forming elements of which include a management mechanism that encompasses a set of principles, methods, tools, and resource provision, through which a managerial influence on digital marketing is exerted. The organizational and methodological approach to the formation of digital marketing strategies, as a key tool for implementing the management mechanism, has been improved. A process model has been developed to ensure the effectiveness of strategic digital marketing assets (website, design, content, mobile assets), which involves the implementation of a holistic set of interconnected processes to improve the state of these assets using digital marketing tools: web analytics, search marketing, digital advertising, social media marketing, mobile marketing, marketing process automation, content marketing. The practical implementation of the research results consists in developing recommendations for the implementation of strategically oriented digital marketing management, which allows enterprises to: optimize digital channels of interaction with consumers; improve the quality of customer journeys through data and analytics; form effective content strategies, promotion of mobile and web assets; improve media planning and pricing in digital advertising; automate marketing processes and increase their effectiveness; strengthen competitive positions in the market through the integrated use of digital technologies. Product Description popup.authors Tatiana Iankovets Olena Bondarenko KATERYNA YAHELSKA Tetiana Kniazieva Olena Zaitseva Liubov Vasylyshyna Viktoriia Karmazinova Hanna Kononenko Marianna Konopliannykova Olena Korovina Ihor Ponomarenko Ella Prydatko Tetiana Suslova Anzhelika Chepelenko Olha Chernysh Tetiana Chernysh Tetiana Chunikhina Volodymyr Samchuk Kateryna Medvedieva Danylo Sidielnikov Alona Shtanova Maksym Yashchenko Oleksandr Bozhko Oleksii Horobets Oleksandr Karkushka Ilona Levytska Kateryna Lukhanina Oleksandr Melnychenko Daniil Nikolaiev Vladyslav Rozhdestvenskyi Vladyslav Slipchenko Serhii Siazin popup.nrat_date 2026-01-06 Close