Analysis of Digital Economy Strategies for Improving Global Market Efficiency

Abstract

The article analyses the role of digital strategies in the transformation of international marketing and assesses their impact on ensuring the sustainable development of the global market in the digital economy. It highlights the current trends in the implementation of digital technologies in the international marketing activities of enterprises, taking into account the dynamics of global transformations and the impact of external crisis factors, in particular the COVID-19 pandemic and military actions. The methodological basis of the study is a set of general scientific and specialised methods, including a systematic approach, content analysis of scientific sources, comparative analysis and generalisation. The study identified key areas of digital transformation, including personalisation of communications, automation of marketing processes, implementation of artificial intelligence technologies, use of big data, development of e-commerce, and deepening of consumer behaviour analytics.

It has been established that digital strategies create broad opportunities for improving business competitiveness, optimising operating costs, enhancing customer engagement and expanding market segments. At the same time, a number of limitations have been identified, including: insufficient development of digital infrastructure in some countries, cybersecurity threats, uncertainty in the legal regulation of digital commerce, and a shortage of highly qualified personnel in the field of digital marketing. The need to integrate digital strategies into a sustainable development paradigm that complies with the principles of social responsibility, environmental safety and ethical business standards has been outlined.

The conclusions justify that the effective implementation of digital strategies in international marketing requires not only technological upgrades but also strategic management of organisational changes within the corporate culture and the existing regulatory environment. The results obtained are of practical importance for economic entities seeking to adapt to the conditions of the digital global market and serve as a conceptual basis for further research in the fields of digital marketing, innovative economy and sustainable development.