Actual problems of innovative economy and law

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The role of digital technologies and content in forming effective modern marketing

# 21 92-96 Download/view the full text of the article

УДК: 339.138:004.77:005.51

DOI: https://doi.org/10.36887/2524-0455-2025-6-21

Dotsenko Serhiy
Dr. of technical sciences, professor, professor of the department of management and ontopsychology
PVNZ "Institute of psychology and entrepreneurship"
https://orcid.org/0000-0003-3021-4192
Spivakovska Tetyana
candidate of economics, associate professor, associate professor of the department of management and ontopsychology
PVNZ "Institute of psychology and entrepreneurship"
https://orcid.org/0000-0003-1191-8493
Dudnyk Olena
candidate of economics, associate professor, associate professor of the department of management and ontopsychology
Institute of psychology and entrepreneurship
https://orcid.org/0000-0003-0901-5949

Published: 27.11.25

The article presents a comprehensive theoretical and analytical study of the role of digital technologies and content in the formation of effective modern marketing and its management. It is substantiated that, in the context of global digitalization, marketing activities are shifting from the use of individual promotional tools to the construction of integrated digital ecosystems, within which content and technologies function as interconnected elements of a single strategic system. It is shown that digital technologies cease to perform a purely technical role and acquire strategic importance, determining the logic of creating, personalizing, distributing, and evaluating the effectiveness of content, which in aggregate affects the achievement of marketing goals. Based on an analysis of modern scientific approaches, particularly domestic and international research, the evolution of ideas about the interaction between digital tools and content in marketing strategies is outlined. It is established that the most effective models combine data analytics, personalization, artificial intelligence, automated marketing processes, and interactive communication with consumers. The article systematizes the key mechanisms by which digital tools enhance the effectiveness of marketing strategies, particularly by fostering a deeper understanding of consumer behavior, tailoring content to individual audience needs, and building long-term relationships with the brand. The practical significance of the study is to outline the main marketing scenarios for using content in combination with digital technologies and to justify the feasibility of a balanced combination of technological capabilities and the meaningful value of content. It is concluded that the synergy of digital technologies and high-quality content is the determining factor in the competitiveness and sustainability of marketing strategies in the modern digital environment.

Keywords: digital technologies, content, marketing, communications, management, digital marketing, marketing strategies, personalization, marketing automation, digital communications.

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Dotsenko S. , Spivakovska T. , Dudnyk O. The role of digital technologies and content in forming effective modern marketing. Actual problems of innovative economy and law. 2025. №6. 92-96 pp. https://doi.org/10.36887/2524-0455-2025-6-21

Quote article, MLA style

Dotsenko S. , Spivakovska T. , Dudnyk O. The role of digital technologies and content in forming effective modern marketing. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2025-6-21