DIGITAL MARKETING AS A TOOL FOR THE DEVELOPMENT AND IMPLEMENTATION OF A SUSTAINABLE DEVELOPMENT MARKETING STRATEGY

Objective. The objective of the article is to examine the role of digital marketing as a tool for the formation and implementation of sustainable development marketing strategies, which enables the harmonization of economic, social, and environmental goals of enterprises. Methods used to achieve the objective include analysis, synthesis, generalization, grouping, and content analysis of scientific articles and publications. Results. The results of the study confirm that the implementation of sustainable development strategies is an important aspect of conducting modern business. The study shows that companies should integrate environmental, social and management aspects into their activities which ensures not only the achievement of business goals, but also the preservation of the environment and the greening of business activities (organizational, economic and market aspects). An important stage in the implementation of sustainable development strategies is the transparency of reporting, which includes environmental and social indicators developed in accordance with international standards. Particular attention during the study and the application of a holistic approach is paid to digital tools, such as social networks, which have become an important channel for communicating sustainable initiatives and interacting with customers, especially among young people. It is proven that in modern conditions digital marketing acts not only as a marketing communications tool but also as an important mechanism for supporting sustainable initiatives which allows companies to integrate environmental values in their activities with maximum efficiency. It is determined that the development of new digital business models contributes to the adaptation of companies to global markets and the creation of sustainable development strategies. The conclusions of the study prove that a sustainable marketing strategy not only helps to strengthen (improve) the image of companies but also forms long-term consumer loyalty, which means that the integration of sustainable development principles into business strategy not only meets ethical requirements but also creates competitive advantages in the market.