The article examines the role of digital marketing strategy as a tool for business adaptation to the conditions of the digital economy. The analysis of the key elements of the digital marketing strategy was carried out, in particular its impact on interaction with the target audience, optimization of costs and improvement of the effectiveness of marketing activities. The main stages of development and implementation of digital strategies in the context of modern market conditions, which are characterized by the rapid development of technologies and increased competition, are defined. Scientific approaches to the interpretation of the concepts of «digital strategy» and «digital marketing» are considered, which reflect the multifaceted impact of digital transformation on business. The results of consumer research and their attitude towards digital marketing tools are presented, which allows to evaluate their effectiveness and impact on long-term relations with consumers. Based on the attitude of consumers towards digital marketing, effective communication channels have been identified and the main tools contributing to the achievement of marketing goals have been identified. The results of the study confirm the relevance of developing digital marketing strategies to ensure the competitiveness of enterprises in the digital economy. Based on the conducted research, the authors proposed the stages of digital marketing strategy formation, which take into account modern challenges and the specifics of the digital environment.