Browsing by Author "Chernysheva, Olena М."

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    Digital Marketing Ecosystem as an Element of Enterprise Strategy
    (ННІ “Український державний хіміко-технологічний університет“, 2025) Avdiienko, Vladyslav А.; Chernysheva, Olena М.
    ENG: The article is devoted to the formation of the digital marketing ecosystem and determining the influence of its components in the hierarchy of the enterprise strategy. The significant role of digital marketing in the formation of the strategy of a modern enterprise is shown. It is established that digital marketing is deeply integrated into the overall strategy of the enterprise, penetrating the key areas of the promotion complex – advertising, direct marketing, PR, personal sales, sales promotion, event organization. Elements of the promotion strategy have been improved, which differ from traditional ones in that they are based on the digital marketing ecosystem, which makes it possible to adapt the enterprise strategy to the needs of consumers in the conditions of digital market transformation. The digital marketing ecosystem has been formed as a component of the promotion strategy in the hierarchy of enterprise strategies. The digital marketing ecosystem consists of closely interconnected elements: promotion channels (websites, social networks, mobile applications, chatbots), ways of interaction (advertising, PR, direct marketing, personal sales, sales promotion, events), content types (photos, videos, text messages that are combined into posts), devices for consuming content (smartphones, PCs, tablets, smart TVs, interactive panels and wearable gadgets). Close relationships have been established between these elements: devices affect the type of content, the type of content determines which promotion channels will be effective for its placement. Promotion channels, in turn, determine the format and frequency of use of certain interaction ways. They adapt the content to themselves, creating an appropriate narrative, call to action, visual style. The effective operation of this system ensures the implementation of the promotion strategy in the activities of modern enterprises. Visualization of the ecosystem makes it possible to present digital marketing as a holistic, coherent system. It has been proven that changing even one element can cause a radical transformation of the marketing mix and affect the higher strategies of the enterprise.