On the Role of Digital Technologies in the Transformation of International Marketing: Challenges and Prospects

Abstract

The unstable economy and the changing atmosphere of the modern marketing environment of enterprises operating both in Ukraine and in the international market require modern solutions, given the growing role of digitalisation and changing approaches to business processes. One of the strategic directions of international marketing activities of companies is the use of digital technologies as an effective tool for economic activity. Given the new challenges faced by businesses, in particular those related to the growing role of digital technologies, new tasks inevitably arise that need to be addressed immediately. Digital technologies are radically changing international marketing, opening up new business opportunities. Thus, companies that effectively use various digital tools gain a competitive advantage in the global market. Indeed, a systematic approach to international marketing research has its own peculiarities due to the need to take into account a wide range of external factors.

The relevance of the study lies in the fact that due to globalisation and the innovation revolution, as well as the use of artificial intelligence to work with big data, business is gaining new development prospects. The paper describes the current challenges of implementing innovations in Ukraine, including insufficient digital infrastructure, high levels of investment, and the lack of the necessary regulatory framework. Automation of production and business processes allows to influence the economy and simplifies production cycles. In addition, the article highlights the role of digital technologies in improving business efficiency and minimising production costs, which is particularly relevant in the current economic uncertainty. The study also emphasises the importance of creating closer and better customer relationships, which helps to increase brand awareness and sales. The role of localisation of marketing campaigns is also important, as it allows content to be adapted to the cultural and linguistic characteristics of different markets, which is critical for successful international operations. Thus, the use of digital technologies in international marketing is not only a tool for increasing efficiency, but also an important condition for the survival of companies in the global market in the face of increasing competition and dynamic changes in the environment.