INNOVATIVE DIGITAL MARKETING STRATEGY IN THE CONTEXT OF GLOBALIZATION BASED ON THE PRACTICAL EXAMPLE OF THE COMPANY "ZEDAZENI"

Abstract The purpose of this study is to analyze the criteria for the effectiveness of digital marketing of the company “Zedazeni” on the modern stage in the conditions of Globalization and to search for ways of further development. The theoretical and methodological basis of the study is the relevant publications, as well as Internet Resources, which reflect the analysis and evaluation of the practical experience of the company “Zedazeni”. This article discusses the history, goal of “Zedazeni”, as well as the export of products, the micro, macro environment of the company and the corresponding archetypes of products. A competitive analysis of Georgian beer market has been conducted. Innovative strategies of digital marketing have been identified. The positive aspects of digital marketing of “Zedazeni” on the modern stage have been identified. Also, as a conclusion, the criteria for its effectiveness have been formulated.