Digital strategy for company promotion (digital strategy) – an effective tool for interacting with the market

the aim of the research is to examine the theoretical and practical aspects of developing a digital promotion strategy for a company as a key tool for market interaction. The relevance of the study lies in the transition from fragmented online activity to a systematic digital ecosystem that encompasses all points of contact with the consumer. The study reviews strategic approaches based on the works of A. Bharadwaj, M. McDonald, T. Hess, M. Weill, and S. Woerner. Special attention is given to personalization, omnichannel marketing, digital reputation, and customer experience management. The research employs content analysis, comparative analysis, a TOWS matrix, and forecast-based evaluation of key performance indicators (ROMI, CPA, LTV). Current technological trends such as Web3, artificial intelligence, AR/VR, and social commerce are also discussed. Based on the analysis of digital channels, the paper proposes practical steps for integrating digital marketing tools into a company’s business strategy. The results demonstrate the high effectiveness of a comprehensive digital strategy even with a limited budget and its adaptability to the specific conditions of the Russian market.

digital strategy, digital marketing, company promotion, personalization, omnichannel, digital reputation, CRM, TOWS analysis, ROMI, marketing trends