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The impact of digital marketing on the efficiency of an enterprise’s marketing activities
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Bibliographic description of the article for the citation:

. The impact of digital marketing on the efficiency of an enterprise’s marketing activities//Science online: International Scientific e-zine - 2025. - №12. - https://nauka-online.com/en/publications/economy/2025/12/08-24/

Annotation: The article examines the impact of digital marketing on improving the effectiveness of enterprises’ marketing activities under conditions of digital transformation and increasing competition. The role of digital tools in forming an integrated communication system, personalizing interaction with consumers, and implementing data-driven marketing management is revealed. The significance of digital marketing as a strategic factor of competitiveness and sustainable business development is substantiated.

Keywords: digital communications digital marketing digital-маркетинг enterprise competitiveness marketing effectiveness ефективність маркетингової діяльності інтернет-маркетинг конкурентоспроможність підприємства цифрові комунікації
Categories: Economy
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Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods
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Bibliographic description of the article for the citation:

. Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods//Science online: International Scientific e-zine - 2025. - №4. - https://nauka-online.com/en/publications/economy/2025/4/13-17/

Annotation: The article explores methodological approaches to evaluating the effectiveness of digital marketing tools. It analyzes existing evaluation models (including the adaptation of the Balanced Scorecard, conversion attribution models, etc.) and classifies the main methods for measuring digital marketing performance It is concluded that a comprehensive approach combining various models, methods, and metrics is necessary for a thorough measurement of the impact of digital marketing activities on business results. Future research prospects include the development of integrated evaluation systems using big data and artificial intelligence, as well as the adaptation of evaluation methodologies to new digital platforms and tools.

Keywords: digital marketing effectiveness evaluation KPI marketing metrics ROI маркетингова аналітика маркетингові метрики методи оцінювання оцінка ефективності цифровий маркетинг
Categories: Economy
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Digital marketing in Ukraine: current trends and prospects for development
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Bibliographic description of the article for the citation:

. Digital marketing in Ukraine: current trends and prospects for development//Science online: International Scientific e-zine - 2018. - №12. - https://nauka-online.com/en/publications/economy/2018/12/tsifrovoj-marketing-v-ukraine-sovremennye-tendentsii-i-perspektivy-razvitiya/

Annotation: The concepts, possibilities and advantages of digital marketing were defined and the state and structure of the e-commerce market in Ukraine, current trends of digital marketing, existing and potential buyers were analyzed in the article. Also, effective ways of digital advertising in Ukraine were investigated and offered, prospects of their development were predicted.

Keywords: advertising digital marketing digitalization trends діджиталізація Інтернет реклама тенденции тенденції цифровий маркетинг цифровой маркетинг
Categories: Economy
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