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Публікація Digital content marketing in brand management of small business enterprises, trading companies and territorial marketing(ASERS Publishing, Romania, 2024) Ustik, Tetiana; Dubovyk, Tetiana; Lagodiienko, Volodymyr; Chernobrovkina, Svitlana; Vlasenko, Yurii; Shmatok, MaksymPurpose: The research aims at a practical evaluation of the influence of digital content marketing in the system of brand management on the examples of small businesses, trading companies and territorial marketing. Methodology: To achieve the aim, the See-Think-Do-Care strategy was used, and a matrix of correlation of digital content and the object of realisation of digital content marketing in brand management was developed. Mathematical methods such as correlation analysis and regression analysis were used as well. Findings: The results of the study demonstrated that the type of digital content management is affected by the size and activity kind of the company, enterprise or organisation, which proves the necessity for diverse digital content. Correlation analysis enabled the proof of a tight correlation (0,98) between digital content marketing and brand management. A parameter indicating the influence of digital content marketing, was found to be expenses for digital content marketing. The parameter, illustrating the efficiency of brand management for small businesses and trading companies was determined to be average annual income, and for territorial marketing - number of tourists per year. Three types of models were built to determine the quantitative influence of digital marketing on brand management. The results of Model 1 have the most significant effect as the influence of digital content marketing on income increase, and thus, brand development amounts to from 8324 USD to 13571 USD. While talking about Model 2, income increase fluctuates from 3030 USD to 3600 USD per year. Evaluation results on Model 3 illustrate the insignificant influence of digital content marketing on income and brand management. Originality: In further studies, it is proposed to divide small businesses based on activity kinds and study digital content marketing in brand management depending on activity kinds.Публікація Digital marketing transformation in the era of digitization: from traditional methods to innovative practices(Видавничий дім "Інтернаука", 2024) Chernobrovkina, Svitlana; Chernobrovkin, AndriiThe article explores the digital transformation ofmarketing. It shows it as an ongoing process of adapting marketing strategies to rapidly evolving technological innovations and changes in consumer preferences. It lists the development stages ofdigital marketing based on technological progress and shifts in consumer behavior. The transition from traditional to digital marketing approaches is detailed, emphasizing the importance of integrating new technologies such as artificial intelligence, big data analytics, mobile marketing, and social media to foster effective consumer interaction. An analysis ofkey shifts in digital marketing tools, including email, SEO, contextual advertising, social media marketing, mobile marketing, video marketing, influencer marketing, content marketing, chatbots, voice search, automated advertising, artificial intelligence, and machine learning, as well as big data utilization, is provided. A unified strategy for the integration ofdigital marketing tools has been developed, allowing companies to adapt to unpredictable changes in the digital landscape and ensure sustained consumer engagement. It stressed that digital marketing success depends on companies' abilities to swiftly respond to digital trends, incorporate the latest technologies into marketing campaigns, and generate meaningful value for consumers in the digital realm. It is noted that effective digital transformation requires marketers to have not just technical knowledge but also a profound understanding of evolving consumer preferences and behaviors, along with the capability to foresee future trends and tailor marketing strategies accordingly. The digital transformation of marketing not only increases the effectiveness of marketing campaigns but also enhances the overall market competitiveness ofcompanies.Публікація Communication Strategies of Brand Management and Online Marketing of Digital Products(2023) Fayvishenko, Diana; Mitchuk, Olha; Lorvi, Iryna; Konopliannykova, Marianna; Chernobrovkina, Svitlana; Sytnyk, OleksiiThe peculiarities of the communication strategy of brand management and Internet marketing of digital products play a key role in the commercial activities of the enterprise and its positioning in the information environment. The modern practice of using digital technologies in marketing is key to improving the competitive activity of an enterprise, covering the market, and forming its customer base of consumers. The article aims to conduct a study on the implementation of communication strategies for brand management and Internet marketing of digital products in a dynamic market and rapid development of information technologies. The research is concerned with the qualitative allocation of financial resources and the search for optimal means of implementing digital tools for commercial activities. The article examines the peculiarities of the theoretical concept of the communication strategy of brand management and Internet marketing, dividing it into its key stages and stages of implementation. An important direction in the study is the analysis of theoretical provisions of brand management, control of brand development practice, its formation, and promotion of the perception of the enterprise’s image in the information environment. Due attention is paid to the issue of using appropriate means of modern marketing policy for enterprises and businesses engaged in the sale of digital products. The practice of using creative approaches in marketing activities and the use of non-standard means of organizing marketing activities is studied. The obtained results of the study can be used to improve the quality of implementation of the communication strategy of brand management and Internet marketing of digital products in the context of the rapid development of information technologies.