Marketing Technologies for the Development of Business Structures in the Context of Digital Transformation of the Ukrainian Economy

The article examines the essence of the digital transformation of the economy, summarizes scientific approaches to the interpretation of the definition of digital transformation, and explores the main prerequisites for organizing the transition to digital transformation of business structures. The author outlines the ways to increase the level of digitalization of business structures. The main stages of transformation of business structures in the context of digital transformation are identified. The priority instrument of digital transformation in the structure of marketing technologies for the development of business structures is allocated and characterized. Digital marketing is defined as a priority tool for digital transformation in the structure of marketing technologies for the development of business structures, which is able not only to collect accurate and objective information about the target audience but also to track the results of brand or product promotion. This article presents a comprehensive analysis of the scientific research and developments of Russian and international scholars on the understanding of digital marketing as a communication tool and a type of marketing activity carried out through digital channels. Approaches to digital communication both online and offline, as well as to integrated brand promotion based on the use of all available digital tools and channels for customer acquisition, are examined. The study summarizes the effective and efficient digital marketing tools for the management system in increasing the competitiveness of business structures.