Digital marketing transformation model for developing an internal innovative environment within an organization

Digital transformation of marketing activities is not only connected with the introduction of digital technologies and digitization of marketing data; in fact, this is the process of transforming the concept of marketing activities in order to improve the consumer value of goods and developing the internal innovative environment of the organization.These days, there is no unified approach to building a digital marketing transformation model due to the need of its interconnection with the corporate and competitive company strategy.Organizations are advised to embrace digital transformation and leverage marketing management strategies to create an innovative culture that fosters creativity, collaboration, and development.The authors propose to consider the problems of digital transformation of marketing activities from the perspective of a systematic approach and the possibilities of phased introduction of digital technologies and AI services into the organization's internal innovation environment.The gradual successful implementation of pilot innovations in key areas of marketing activity is a natural transition to the creation of a digital company.This study analyzes the directions of digital transformation of marketing, considering the conditions for the development of a hybrid economy; the barriers and main drivers of digital transformation of the marketing department are identified; reserves for improvement in both managed and managing marketing subsystems are identified; the tools of digital transformation of marketing are systematized; the author's approach to the content of the digital transformation management mechanism of marketing activities and developing the internal innovative environment of the organization is proposed.