Цифровий маркетинг як детермінанта активізації міжнародних бізнес-процесів торго-вельних підприємств

The article examines the peculiarities of using digital marketing to activate international business processes of trade enterprises. It is substantiated that the choice of digital marketing tools depends on the goals and needs of the enterprise, its type of activity, scale and available resources. It was determined that the main purpose of digital marketing is to attract the attention of the target audience, engage them in interaction with the brand, increase awareness of products or services, stimulate sales and provide high-quality customer support. The types of marketing that are most widely used in the modern promotion of goods and services on international markets have been studied, which made it possible to form the advantages and disadvantages of each type. It is substantiated that digital marketing tools are not universal, and their effectiveness largely depends on the activity and interest of the target audience. It has been proven that the use of digital marketing as a determinant of the activation of international business processes is currently a relevant direction for the development of trade enterprises. It has been studied that the implementation of digital marketing for business includes a clearly structured process that combines setting goals, analyzing consumer behavior, creating relevant content, monitoring customer feedback, as well as regular evaluation and adaptation of strategies based on collected data. It is well-founded that modern digital technologies and management tools play a key role at every stage of this process, providing business with useful analytics and tools for successful implementation and improvement of marketing strategies. It was established that depending on the goals of the trading company, its existing potential and adaptive capacity, organizations independently choose one or another type of digital marketing. Each of these types has its advantages and disadvantages, which must be taken into account when choosing a marketing strategy. A study of the functioning of the advertising and communication market of Ukraine proved that, despite the difficult security situation in the country, the use of digital marketing tools is gaining more popularity.