The role of digital marketing in ensuring the economic security of enterprises in the context of transformation to a low-carbon economy

Introduction. Despite the existence of research on the impact of digital marketing on the development of enterprises in the digital economy and the challenges associated with ensuring their economic security, the issues of integrating digital marketing into the strategies of enterprises to ensure their financial protection in the transition to a low-carbon economy remain insufficiently studied. In particular, aspects of the use of digital technologies in marketing activities and their impact on the economic security of enterprises in the context of sustainable development and environmental and technological transformations require further research. The purpose of the article is to study the role of digital marketing in ensuring the economic security of enterprises during the transition to a low-carbon economy, as well as to identify key approaches and tools of digital marketing that contribute to the sustainability and competitiveness of businesses in the context of environmental and technological transformations. Methods. The study used a set of general scientific, economic and specialised research methods that provided an in-depth analysis of the relationship between digital marketing, the financial security of enterprises and the challenges of low-carbon transformation. These include: a systematic approach, which allowed to consider digital marketing as part of the overall system of economic security management in the context of climate challenges; comparative analysis, which provided a comparison of the advantages and disadvantages of the most common digital marketing tools; monographic, which contributed to a logical presentation of the research results; dialectical, which made it possible to determine the dynamics of the relationship between the development of digital technologies, marketing tools and indicators of economic security of enterprises; induction and deduction. Results. The impact of digital technologies on increasing business competitiveness, optimising resources and promoting sustainable development of enterprises is analysed. The main digital marketing tools that stimulate consumer environmental awareness and support for the principles of sustainable development are highlighted. The benefits and risks of using digital marketing, particularly cybersecurity threats and dependence on digital platforms, are detailed. The economic risks associated with the transformation to a low-carbon economy are analysed, and the need to integrate digital strategies into the overall business model to increase the sustainability of enterprises is substantiated. Particular attention is paid to the issues of transparency in communications regarding enterprises' environmental initiatives and the use of technologies to reduce their carbon footprint and ensure sustainable economic security.