Features of developing a marketing strategy for a trade enterprise in the conditions of digitization

The article is devoted to the study of the features of developing a marketing strategy for a trading enterprise in the context of digital transformations. The updating of the research topic consists in outlining the conceptual foundations of developing a marketing strategy for a trading enterprise in the conditions of uncertainty and irreversibility of the digitalization process in multifaceted spheres and types of economic activity of the country and its regions. It is substantiated that the marketing strategy of a trading enterprise is an effective guideline for its development and functioning, a certain conceptual model of behavior regarding the choice of the target market, focusing on the personal needs of consumers, effective promotion of goods or services on the market, and a developed system of product sales. It is emphasized that when developing an algorithm for building a marketing strategy for the development of an enterprise, effectiveness is determined by the application of six consecutive stages, starting from zero, where the issues of the enterprise's readiness to implement strategic and innovative approaches, assessment of the enterprise's potential, delineation of individual aspects of its positioning, definition of the goal are substantiated and integrated goals, developing a marketing strategy, implementing it, and concluding with the functions of controlling and adjusting the strategy in accordance with external factors of influence and the specifics of the implementation of digital technologies. Developing a marketing strategy for a retail enterprise in the context of digitalization involves taking into account key aspects, the main ones of which are the analysis of digital trends, the study of consumer behavior, the integration of online and offline channels, use of social media, personalization of marketing efforts, automation of marketing processes, evaluation of effectiveness and adaptation. It is noted that the mass spread of digitalization processes and the use of gadgets has caused dynamic changes in all spheres of human activity, which is reflected in the emergence of new online and offline areas in the digital marketing system in interaction with customers within the digital environment, in particular digital marketing and internet marketing. Attention is focused on the fact that the development of digital marketing strategies opens up new opportunities for retail enterprises in the competitive struggle, in particular, it increases the accuracy of targeting and accelerates product promotion. However, the use of digitalization can have certain negative consequences: reduced cybersecurity and data protection, which causes risks of cyber threats.