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An Assessment of the Efficiency and Selection of Enterprise Digital Marketing Development Strategy
Shpak N. O., Hrabovych I. V.

Shpak, Nestor O., and Hrabovych, Ihor V. (2025) “An Assessment of the Efficiency and Selection of Enterprise Digital Marketing Development Strategy.” Business Inform 10:466–476.
https://doi.org/10.32983/2222-4459-2025-10-466-476

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:339.138

Abstract:
The current conditions of business digital transformation require a systematic approach to assessing the effectiveness of digital marketing, as traditional metrics no longer reflect the real impact of marketing tools on enterprise performance. The increasing role of digital communication channels necessitates the development of comprehensive analytical methods that integrate financial, economic, technical, consumer, and market aspects to ensure a well-founded choice of the enterprise’s development strategy. This article explores scientific and methodological approaches to evaluating the effectiveness of enterprise digital marketing and selecting its development strategy in the context of economic digital transformation. The necessity of moving from fragmented performance measurement methods based on isolated metrics to comprehensive integrated models that consider the multidimensional nature of the digital environment has been substantiated. A method for assessing the effectiveness and selecting a strategy for the development of an enterprise’s digital marketing has been proposed, which is based on calculating the coordinates of the center of gravity of the strategic quadrangle within a four-quadrant matrix. The coordinates are determined based on the values of the integral performance indices for each of the four directions: financial, techno-economic, customer, and market. This approach allows not only for a quantitative assessment of the current state of digital marketing but also for visualizing the strategic position of the enterprise in the multidimensional space of indicators. The developed method enables an enterprise to make a well-founded choice among four digital marketing development strategies: a financial-economic expansion strategy (quadrant I), a market adaptation strategy (quadrant II), a customer engagement and interaction strategy (quadrant III), or a branding and positioning strategy (quadrant IV). The practical implementation of the proposed method will help enhance the efficiency of managing digital marketing processes, optimize the allocation of resources across communication channels, and establish sustainable competitive advantages.

Keywords: digital marketing, development strategy, integral indicator, matrix quadrant, strategic matrix, financial indicators, consumer direction, technical-economic direction, market adaptation.

Fig.: 2. Tabl.: 1. Formulae: 7. Bibl.: 22.

Shpak Nestor O. – Doctor of Sciences (Economics), Professor, Professor, Department of Management and International Business, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]
Hrabovych Ihor V. – Postgraduate Student, Department of Management and International Entrepreneurship, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]

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