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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Digital Transformation of Marketing Activities as a Factor in Improving Business Management Efficiency under Modern Legal Regulation
Tkachova N. P., Tkachov M. M., Pererva P. G.

Tkachova, Nadiia P., Tkachov, Maksym M., and Pererva, Petro G. (2026) “Digital Transformation of Marketing Activities as a Factor in Improving Business Management Efficiency under Modern Legal Regulation.” Business Inform 8:701–710.
https://doi.org/10.32983/2222-4459-2026-8-701-710

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:004:005.5:34

Abstract:
The article examines the peculiarities of the digital transformation of marketing activities as an important factor in improving business management efficiency under modern legal regulation. It is substantiated that the implementation of digital technologies, including CRM systems, Big Data, artificial intelligence, digital advertising, and e-commerce platforms, contributes to enhancing the effectiveness of marketing processes, improving managerial decision-making mechanisms, and creating additional competitive advantages for enterprises. The study systematizes the main directions of the impact of digital marketing tools on managerial efficiency and determines their relationship with contemporary legal requirements in the fields of personal data protection, e-commerce, digital advertising, intellectual property, and cybersecurity. An integral index of digital marketing efficiency is proposed, enabling a comprehensive assessment of the results of the digital transformation of marketing activities while taking into account economic, managerial, and legal indicators. A conceptual model of the digital transformation of marketing activities has been developed, reflecting the interaction of technological, marketing, managerial, and legal components within a unified business management system. Based on a comparative analysis, a positive impact of marketing digitalization on marketing campaign conversion rates, customer retention levels, managerial decision-making speed, return on marketing investment, and customer satisfaction has been identified. The main legal risks of digital marketing have been systematized, and mechanisms for their minimization have been determined through the implementation of compliance control, data protection policies, legal audits of advertising activities, cybersecurity measures, and intellectual property protection. The study proves that the efficiency of the digital transformation of marketing activities largely depends on the level of integration of digital tools with the enterprise’s legal support system. The practical significance of the research findings lies in the possibility of applying the proposed methodological approaches to assess digital marketing efficiency and to develop digital transformation strategies for enterprises.

Keywords: marketing; law; digitalization; development models; enterprise management; modeling; marketing tools; managerial decision-making; information support; e-commerce; trade; enterprises.

Fig.: 1. Tabl.: 3. Formulae: 1. Bibl.: 15.

Tkachova Nadiia P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Tkachov Maksym M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Law, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Pererva Petro G. – Doctor of Sciences (Economics), Professor, Professor, Department of Business Economics and International Economic Relations, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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