THE USE OF DIGITAL MARKETING FOR OPTIMIZING THE LOGISTICS SUPPLY CHAIN AND COST CONTROL

The aim of the research is to analyse the relationship between digital marketing and delivery failures and identify opportunities for optimization.The research employed the methods of statistical analysis, correlation analysis, comparative analysis, and analysis of metrics.The conducted research determined that one of the main challenges of the supply chain is failures caused by various reasons (lack of skills, diseases, transport failures, adverse weather conditions, cyber attacks, etc.). Disruptions often lead to delivery failures. The reasons for this often do not depend on the companies and bring significant negative consequences, in particular, in the form of losses, loss of reputation, and decreased customer loyalty. The study revealed that digital marketing indicators are positively correlated with non-delivery indicators. In particular, Social media interactions and Failures to deliver (0.75), Social media likes and Failures to deliver (0.74), Social media interactions and Biweekly Failures to deliver volume (0.78), Social media likes and Biweekly Failures to deliver volume (0.78). It was assumed that this state of affairs may be determined by increased demand due to digital marketing, for which companies may not always be ready. Insufficient preparedness can lead to disruptions because of supply chain congestion.