Promising Directions of Digitalization of Enterprise Marketing

The paper explores modern promising areas of digitalization of marketing companies in various functional areas of economic activity. The creation of digital ecosystems makes it possible to use an integrated approach to managing marketing business processes and will increase the competitive advantages and effectiveness of marketing interaction. The modern economic policy of Russian companies is more focused on the digitalization of operational and management decisions, most of them are related to marketing policy. Digital marketing data successfully forms and saturates marketing information systems (MIS) in the field of marketing research, marketing innovation and digital promotion. In addition, global digitalization trends and the COVID-19 pandemic have accelerated the pace of digital transformation. In these conditions, companies have to develop and implement innovative management solutions in technologies and processes of marketing activities. This will create new competitive advantages, strengthen the company’s image and increase the service component when serving customers of the target market. The purpose of the study is to evaluate promising areas of marketing digitalization as a factor in the growth of a company’s competitive advantages.