Digital marketing technologies in the strategy of developing the financial potential of enterprises in the context of innovative transformations

Abstract

The article explores approaches to assessing the balance of an enterprise. The aim of the article is to study the role of digital marketing technologies as a key tool in developing enterprises' financial potential in the context of innovative changes. It is substantiated that increasing the monetary potential is a key point in the development of an enterprise since its successful implementation requires introducing innovative technologies in the production of products and provision of services, as well as the effective use of creative marketing benchmarks. It is determined that in the context of the introduction of digital marketing technologies, the strategy for developing the financial potential of enterprises should meet the modern requirements of the innovative economy and digital transformation, in particular, to ensure the orientation of production activities to the needs of the target audience, continuous improvement of operational efficiency, economic autonomy of enterprises, adaptability and rapid response to changes in market conditions. A mechanism for implementing strategies for developing the financial potential of enterprises is proposed, the main task of which is to form a system of strategic guidelines that ensure adaptability to changes in the external environment, take into account the impact of innovation and digitalization, and are focused on achieving sustainable financial growth of the enterprise, and digital marketing technologies are an element of such a mechanism, as they allow to communicate with consumers accurately and promptly, analyze market trends, create effective business models, and create a

Conclusions. To effectively implement digital marketing technologies, businesses need to systematically identify and continuously monitor available digital tools, which allows the optimization of marketing activities and the assurance of more effective interaction with consumers. In the context of global challenges and rapid changes in the market environment, identifying digital opportunities and implementing the most effective digital tools is particularly important. This is critically important for transport enterprises seeking to advance, adapt to innovative trends, and build sustainable competitive advantages.