STRATEGIC DIGITAL MARKETING MANAGEMENT AS A DRIVER OF ENTERPRISE COMPETITIVENESS AND PERFORMANCE IN TURBULENT ECONOMIC ENVIRONMENTS

Abstract

The purpose of this study is to substantiate strategic digital marketing management as a key driver of enterprise competitiveness and performance in turbulent economic environments. The paper aims to demonstrate that digital marketing should be interpreted not as a set of isolated promotional tools, but as an integrated managerial system that ensures enterprise adaptability, resilience, and sustainable financial growth. The research is based on an anonymized case study of a Ukrainian small-to-medium enterprise (Company A) operating under conditions of economic instability and ongoing digital transformation. The methodology combines qualitative analysis of organizational and managerial processes with quantitative economic evaluation. Financial efficiency is assessed using investment-based indicators, including total investment costs, additional profit, cumulative economic effect, return on investment (ROI), and payback period. A comparative scenario approach is applied to contrast baseline enterprise development with the scenario of strategic digital marketing implementation. The results show that the initial level of digital marketing maturity at Company A is characterized by fragmented use of digital tools and the absence of an integrated digital strategy, which limits market visibility, customer engagement, and performance. The implementation of a comprehensive digital marketing framework, including the introduction of a digital marketing manager position, development of a corporate website and structured social media presence, CRM system implementation, and deployment of SEO and online advertising, leads to a significant improvement in financial and competitive indicators. The calculated ROI reaches 56%, while the cumulative economic effect becomes positive in 2027, indicating a medium-term payback period. These findings confirm that strategic digital marketing management functions as an investment project with delayed but stable economic returns. The study concludes that strategic digital marketing management significantly enhances enterprise competitiveness, strengthens customer engagement, improves the efficiency of marketing expenditures, and increases financial sustainability in turbulent economic environments. Digital marketing should therefore be considered a core strategic mechanism of enterprise management rather than a tactical communication instrument. The results provide both theoretical and practical justification for integrating digital marketing into the overall strategic management system of enterprises.