MANAGING DIGITAL PROMOTION CHANNELS AS A FACTOR IN SMALL BUSINESS GROWTH

This article examines the management of digital promotion channels as a key factor in the growth and development of small businesses within the context of rapid digitalization and evolving consumer behavior. The relevance of the topic stems from the increasing importance of online communication tools in the business environment, the limited financial and human resources available to small enterprises, and the growing need for cost-effective, targeted, and measurable marketing strategies. In today's competitive market, digital channels offer small businesses unique opportunities to reach wider audiences, build recognizable brands, and compete with larger market players by leveraging the flexibility and interactivity of digital tools.The purpose of this study is to analyze the theoretical foundations and practical approaches to managing digital promotion channels, assess their impact on the growth dynamics of small businesses, and identify strategic directions for the effective use of digital platforms under resource constraints typical of small enterprises. Particular attention is given to digital presence planning, the adaptation of marketing strategies to limited resources, content management, audience engagement, and the comparative effectiveness of various digital tools, including social media, search engine optimization (SEO), pay-per-click (PPC) advertising, and email marketing.The study’s findings indicate that systematic and strategically driven management of digital channels leads to significant improvements in brand awareness, customer engagement, and sales performance. Case examples demonstrate that small businesses implementing customized digital strategies aligned with their business models and customer profiles experience higher customer retention rates, enhanced market positioning, and more sustainable growth trajectories.The conclusions highlight that the success of small businesses in the digital space depends not only on access to promotional tools but also on the strategic management of these tools in alignment with business objectives, market conditions, and evolving consumer expectations. As such, digital channel management emerges as a critical competency for modern small enterprises aiming to achieve scalability and resilience in a dynamic digital economy.