RESEARCH INTO THE EFFECTIVENESS OF DIGITALIZATION OF BUSINESS PROCESSES IN MARKETING AND ITS IMPACT ON THE FINANCIAL SUSTAINABILITY OF ENTERPRISES

Abstract

The article examines the theoretical and methodological foundations of internet marketing development in the context of business informatization and globalization of the world market. It emphasizes that the modern market environment is characterized by a high level of uncertainty, technological dynamism, and increasing competitive pressure, which requires enterprises to ensure flexible adaptation and digital transformation. Informatization is identified as a key factor in enhancing marketing strategy efficiency, as it enables real-time data collection, processing, and analysis, allowing enterprises to implement a personalized approach to consumers. Particular attention is paid to the systematization of internet marketing tools — content marketing, SEO optimization, platform advertising (PPC, SMM), email marketing, and remarketing — which act as catalysts of digital interaction with the global audience. It is determined that the choice of an optimal combination of promotion channels depends on the industry specifics, characteristics of the target audience, and the strategic priorities of the enterprise. The research methodology is based on evaluating the effectiveness of digital campaigns through key performance indicators (KPIs) such as ROI, CTR, CPA, and CPM, which serve as an analytical bridge between operational marketing expenses and strategic financial outcomes. It has been proven that effective management of these metrics increases investment profitability, optimizes budget allocation, and ensures the enterprise’s financial stability. The relationship between digital marketing strategies and financial performance is revealed, where financial results are determined not only by profitability but also by adaptability to global changes. It is noted that a successful digital strategy contributes to market expansion, increases investment attractiveness, and strengthens the competitiveness of Ukrainian enterprises in the international arena. The study concludes that the synergy of informatization, internet marketing, and globalization forms the foundation for sustainable business development, while systematic performance assessment based on KPIs ensures rational resource management and supports strategic goals within Ukraine’s European integration processes.