MULTI-CRITERIA CLASSIFICATION OF DIGITAL MARKETING STRATEGIES

Abstract

This article focuses on the study and systematization of approaches to the classification of digital marketing strategies, which is highly relevant in the context of the rapid digitization of business processes. The relevance of the topic is due to the lack of a unified standardized approach to classification, which complicates the selection and application of effective strategies in the practical activities of enterprises. The purpose of the study is to create a structured classification of digital marketing strategies, enabling marketers and business leaders to effectively identify and apply appropriate strategies to achieve their marketing goals.

The research is based on the analysis of existing scientific works and the generalization of experience in digital marketing practice. The methodology includes systematization, comparative analysis, and synthesis of different approaches to classification.

The key scientific results include the development of a generalized classification of digital marketing strategies, considering various criteria such as strategic goals, tools, approaches to audience interaction, duration, media types, target audience, and geographic reach. This classification facilitates better understanding and selection of the most effective strategies for different business tasks.

Prospects for future research include the development of algorithms and models for selecting a digital marketing strategy, as well as studying the impact of innovative technologies on the development and classification of digital marketing strategies.