TRANSFORMATION OF A DIGITAL STRATEGY TO ENHANCE COMPETITIVE ADVANTAGES OF AN ENTERPRISE

This article is dedicated to the study and development of methods for transforming digital strategies to enhance the competitive advantages of enterprises. The paper identifies the primary objectives that a business should achieve through digital channels. It emphasizes the importance of integrating social media into the marketing communication strategy to enable real-time customer interaction. Specifically, it examines SEO rankings, content marketing strategies (e.g., providing valuable content regularly, balancing content types, and utilizing infographics). The article also highlights the importance of employing personalized email marketing, contextual advertising, and retargeting as effective methods for engaging target audiences. Attention is given to the integration of analytical tools, such as Google Analytics, into the strategy. These tools allow modern businesses to track key performance indicators (KPI), website traffic, conversion rates, social media engagement levels, and the return on investment (ROI) of advertising campaigns. It is established that continuous data analysis enables companies to adapt their approaches to market changes and audience preferences, thereby maintaining high performance levels. The article explores the implementation of artificial intelligence (AI) technologies as a crucial component of the strategy. It also stresses the significance of CRM systems, Big Data analytics, chatbot integration, automated customer support services, and the development of omnichannel communication as indispensable elements of a modern digital strategy. The study formulates pathways for transforming the digital strategies of contemporary enterprises to strengthen their competitive advantages, outlines evaluation stages, and proposes a methodological approach to assessing the effectiveness of digital strategies.