REFINEMENT OF THE CONCEPTUAL FRAMEWORK FOR THE EXPERIENCE ECONOMY IN DIGITAL MARKETING

The object of this study is the refinement of the conceptual framework for the experience economy in digital marketing. The problem addressed involves the inadequacy of existing definitions related to digital marketing, experiences, the experience economy, and experiential marketing, which complicates their practical application in developing marketing strategies within experience-oriented environments. The results obtained enabled the clarification of key concepts, including: "digital marketing management," defined as a systematic program of actions encompassing the planning, implementation, monitoring, and optimization of marketing activities through the use of digital technologies, content, channels, and tools to achieve an enterprise's strategic and operational goals, implemented through core management functions such as planning, organization, motivation, control, and analysis; "experiential marketing," described as an approach based on creating emotional connections with customers through personalized communications and interactive content; and "experience economy," considered as a concept in which value is formed through consumer experiences rather than merely through the functional characteristics of products or services. The study analyzed types of experiences and identified digital marketing tools and channels that are most effective in creating these experiences. Additionally, an approach to integrating the concept of the experience economy into digital marketing was substantiated, enhancing the effectiveness of marketing strategies. Digital marketing tools and channels were also generalized, allowing for the creation of various types of experiences depending on the objectives set. The proposed approach includes the systematization of digital tools, considering their impact on forming positive consumer experiences. The research results contribute to optimizing processes for building emotionally oriented communications. Practical applications of the findings are possible in areas such as creating interactive content, developing personalized digital platforms, and formulating strategies to enhance customers' emotional engagement with brands.