DIGITAL MARKETING AS A TOOL FOR TRADING ENTERPRISES TO INTERNATIONAL MARKETS

Abstract

The article is devoted to digital marketing as a tool that can be used by trade enterprises for effective expansion into international markets. The indicators of digitization of trading enterprises in Ukraine were analyzed. Methods of entering foreign markets are systematized. The experience of a domestic trade enterprise in international activity is considered. The analysis of the largest marketplaces of the European Union was carried out. The trends of digitization of trading enterprises are outlined. The advantages and disadvantages of introducing digital marketing are analyzed. Opportunities and threats that appear for trade enterprises in the process of development of digital trade in Ukraine and the world have been studied.It was determined that digital marketing, having a systemic basis, is a multifaceted process that has advantages and disadvantages. It is substantiated that the introduction of digital marketing at commercial enterprises provides information exchange processes regarding planning, organization, implementation, control, adaptive management and adjustment of the use of digital tools. It has been proven that digital marketing is an effective tool that allows you to test the company's competitive advantages in practice and minimize potential losses in case of mistakes with the choice of marketing strategy.The article claims that in today's digital society, digital marketing is the most important field of marketing, which is able to ensure competitiveness in domestic and foreign markets, as it enables a trading company to expand communications with customers and reach a new level of relationships. It has been studied that such trends increase the opportunities of trade enterprises, open new horizons for development, and on the other hand, intensify global competitive relations.