Innovative marketing strategies for business development in the context of digitalisation

The aim of this study was to identify the patterns in the formation and effectiveness of innovative marketing strategies in the digital environment, considering the specific features of the activities of small and medium-sized enterprises (SMEs). The methodological basis was a systems-comparative, content and structural-logical analysis, which made it possible to consider comprehensively the theoretical approaches, digital communication tools and practical examples of the application in national business practice. In the course of the study, the evolution of marketing strategies, trends in the use of customer relationship management systems, in particular HubSpot, Zoho and Bitrix24, was analysed, and the influence of the social networks Facebook, Instagram, TikTok, and LinkedIn on the formation of consumer loyalty was examined. Particular attention was paid to the analysis of the analytical platforms Meta Business Suite, Google Analytics and Hootsuite, which provide the measurement of the effectiveness of marketing campaigns. It was established that in the first half of 2025 about 72% of advertising expenditure fell on the platforms Facebook, Google and Instagram, while the volume of paid search reached UAH 11.36 billion and display advertising – UAH 8.5 billion. The results of the strategic analysis using the “strengths – weaknesses – opportunities – threats” model showed that the implementation of innovative marketing strategies ensured an increase in the effectiveness of communications and a reduction in promotion costs. The main weaknesses remained limited financial resources and a low level of digital skills among staff. Opportunities included the expansion of e-commerce and programmes to support digitalisation, while threats comprised cyber risks and intensifying online competition. Practical examples of the activities of Ukrainian companies Prom.ua, Beauty Service Ukraine, Ecosoft and Rozetka confirmed the effectiveness of targeted advertising and the introduction of innovative marketing approaches in increasing brand visibility and customer engagement. The practical significance of the study lies in the possibility of using its results by enterprise managers, marketers, digital communication consultants and analysts for the development of effective marketing strategies, increasing profitability, brand awareness and consumer engagement