Practices of Sustainable Digital Marketing in the Experience Economy

Abstract

The purpose of this article is to substantiate digital marketing as a driver for implementing sustainable practices within the experience economy and to develop recommendations for their implementation based on a project-based methodological approach aligned with the UN Sustainable Development Goals. Methods. The study employs content analysis of scientific publications, comparative analysis of best practices in sustainable digital marketing, and project planning methods to develop a step-by-step model for implementing sustainable practices through digital marketing. Results. The role of digital marketing as a driver for implementing sustainable practices in the experience economy is substantiated. Due to the flexibility of digital channels, companies can integrate environmental and social messages into their content, creating not only informational but also emotional touchpoints with consumers. This approach enhances the significance of sustainable development through user experience, aligning with conscious consumption trends and fostering long-term loyalty. As a result, modern approaches to defining the role of digital marketing as an environment for the formation of sustainable practices and for integrating social, environmental, and economic principles into brand marketing strategies within the experience economy are systematized. A methodological model was developed, including six sequential stages: awareness, popularization, resource mobilization, infrastructure development, support for vulnerable groups, responsibility, and ethics, enabling the holistic implementation of sustainable practices through digital marketing. Conclusions. It is demonstrated that the implementation of sustainable practices in digital marketing contributes to the formation of positive emotional experiences, strengthens brand trust, and increases the investment attractiveness of companies, meeting the demands of modern society and the strategic guidelines of sustainable development. The results can be used by businesses for the development and implementation of effective projects in the field of sustainable digital marketing aimed at achieving social, environmental, and economic goals, as well as by researchers for further in-depth study of the mechanisms for integrating sustainability principles within the experience economy.