DEVELOPMENT OF THE POTENTIAL OF THE ADVERTISING BUSINESS IN THE CONTEXT OF DIGITALIZATION AND EUROPEAN INTEGRATION

The article conducts research and a comprehensive review of the digital marketing market, specifies various tools and technologies, and offers algorithms for the use of marketing strategies for business entities of Ukraine in the modern era of digitalization and European integration Ukrainian business. The work has practical value for the business environment in the context of optimizing marketing activities and achieving success in the conditions of digital transformation. The purpose of this scientific work is to analyze the digital marketing market situation, identify relevant tools and achievements, as well as implement the sequence of implementation of the most effective digital marketing strategies for the success of businesses and start-ups. The methodological basis of the research that based on the application of statistical data analysis methods, in particular, the processing of statistical reports, profile publications and the results of scientific research by Ukrainian and European scientists in this field. The results of the conducted research demonstrate the significant impact of digital marketing on business processes, especially in the aspects of finding and maintaining a client base, increasing the effectiveness of advertising companies, and analyzing market development trends. The study of the digital marketing market revealed the basic trends and advantages of using digital tools, such as advertising opportunities of social networks, content marketing and SMM advertising and others. In addition, in the article is emphasized the important role of technologies such as artificial intelligence, machine learning and data analytics, Big Data in the process of implementing digital marketing products. The practical significance of this study lies in the formation of a clear understanding of all ways of developing and implementing elements of digital marketing. The obtained results can be offered to enterprises to modernize processes, achieve goals, increase the effectiveness of marketing campaigns, expand and maintain the client base against the background of growing competition on the Ukrainian and global markets.