Actual problems of innovative economy and law

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Formation of a digital model of marketing activities of an enterprise as a direction of its development

# 19 84-88 Download/view the full text of the article

УДК: 339.138:004.9

DOI: https://doi.org/10.36887/2524-0455-2026-2-19

Chumak Ganna
Associate Professor, Associate Professor of the Enterprise Economics and Business Organization Department
Simon Kuznets Kharkiv National University of Economics
https://orcid.org/0000-0001-8415-4370
Rybchynskyi Bogdan V.
Postgraduate student of the Department of International Economic Relations and Economic Theory
International University of Business and Law
https://orcid.org/0009-0000-3160-9271
Melnikov Artem
Postgraduate student of the Department of Journalism and Advertising
State University of Trade and Economics
https://orcid.org/0009-0008-1280-4029
Milcheva Viktoriia
PhD, Associate Professor, Associate Professor of the Department of Marketing, Entrepreneurship and Trade
Odesa National University of Technology
https://orcid.org/0000-0001-8285-8278

Published: 31.05.2026

Thanks to a highly developed, world-class IT industry, Ukraine has exceptional potential to develop a digital labor market, with digital marketing among the most dynamic segments, actively evolving through digital freelancing and outsourcing. Attention is drawn to the fact that the haphazard implementation of individual online promotion tools, without a proper systemic connection to a company’s corporate strategy, is incapable of generating a sustainable synergistic effect. Based on the study of the theoretical and methodological foundations of marketing functions, it has been proven that the digitalization of marketing facilitates the transformation of the classical 4P marketing mix into a customer-oriented 4C model, shifting the focus of corporate activities toward the creation of shared value, dynamic pricing, collaborative activation, and continuous interactive dialogue with consumers. This approach enables businesses to minimize untargeted and ineffective communications and transition to highly precise, personalized engagement with target audiences. The contradiction between the narrow understanding of digital marketing as a set of separate online promotional channels and its broader interpretation as a holistic integrated system has been resolved. It has been demonstrated that an effective digital model should combine not only communication tools (targeted advertising, email campaigns, and social media) but also an analytical mechanism and a feedback subsystem that ensure flexible adjustment of a company’s strategy in real time. Based on the developed theoretical framework, the composition and sequence of implementing the elements of a conceptual digital model have been determined, along with the substantiated interrelationships among them. The outcome of these transformations should be the creation of structured databases as the most valuable strategic asset and the continuous enhancement of employees’ digital competencies. Together, these factors will ensure enterprises’ high adaptability to the challenges of a dynamic market environment and provide unhindered access to global consumer markets.

Keywords: digital model, marketing activities, development, marketing functions, communication tools, consumer experience, target audience.

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Quote article, APA style

Chumak G. , Rybchynskyi B. V., Melnikov A. , Milcheva V. Formation of a digital model of marketing activities of an enterprise as a direction of its development. Actual problems of innovative economy and law. 2026. №2. 84-88 pp. https://doi.org/10.36887/2524-0455-2026-2-19

Quote article, MLA style

Chumak G. , Rybchynskyi B. V., Melnikov A. , Milcheva V. Formation of a digital model of marketing activities of an enterprise as a direction of its development. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-2-19