УПРАВЛІННЯ ФІНАНСУВАННЯМ ЦИФРОВОГО МАРКЕТИНГУ: СТРАТЕГІЧНІ ПІДХОДИ ТА ТЕХНОЛОГІЧНІ РІШЕННЯ

The article examines modern strategic approaches and technological solutions for managing digital marketing financing in the context of the transformation of the business environment. The relevance of the study is due to the growing role of digital communication channels in the marketing activities of companies, the increase in the share of digital expenses in the overall structure of marketing budgets, as well as the need to optimize financial decisions based on data and technology. In light of the constant changes in the market situation, martial law in Ukraine, the impact of global crises and the rapid development of the digital environment, there is a growing need to form flexible and strategically verified models of financing digital marketing activities. The hypothesis of the study is that the implementation of strategic approaches to managing digital marketing financing based on analytical data, automation tools and adaptive financial models ensures increased effectiveness of marketing investments, companies' resilience to external changes and improvement of overall business results. Particular attention is paid to the analysis of successful cases of Ukrainian companies (Rozetka, Monobank, Prom.ua, Nova Poshta), which are actively implementing these approaches in an unstable macroeconomic environment. The originality of the article lies in the combination of strategic and applied analysis of digital marketing financing, the integration of financial planning with digital technologies and the localization of approaches to the conditions of Ukrainian business. The proposed model considers digital marketing financing not as a separate budgetary process, but as a strategic function that affects the overall marketing efficiency of the enterprise. The practical significance of the work lies in the possibility of using the above approaches to optimize budgeting of marketing campaigns, increase the profitability of digital investments, form crisis-resistant financing models and adapt marketing strategies to the needs of specific target segments. The results of the study can be implemented in both large and medium-sized companies that carry out digital transformation of marketing activities. As a result, the article proves that effective management of digital marketing financing should be based on strategic thinking, continuous analytics, technological support and a customer-oriented approach.