Creating a marketing strategy for an enterprise in a digital environment

the purpose of the research is to develop an algorithm for an enterprise's marketing strategy in the market for its effective promotion in the digital environment. Methods: general scientific and economic-statistical methods of data processing were used as methods in the presented study. Findings: the study presents an algorithm for creating an enterprise's marketing strategy, which will contribute to its successful promotion in the digital environment. Conclusions: the paper examines the problems of creating an effective marketing strategy for promoting an enterprise in a digital environment. The authors have systematized criteria and indicators for evaluating a marketing strategy in a digital environment. The sequence of developing a marketing strategy is presented, as well as the tools that make it possible to achieve the goal set by the enterprise.

marketing strategy, promotion, marketing communications, promotion tools, PEST analysis, SWOT analysis, Google Analytics, Yandex.Metrica