STRATEGIC ASPECTS OF INNOVATION MARKETING IN THE CONTEXT OF GLOBAL COMPETITION AND DIGITALIZATION

Abstract

The way enterprises currently organize innovation marketing is gradually shifting from the isolated use of digital tools toward their coordinated integration within a unified management system. As a result, the focus moves beyond improving the performance of individual channels to developing a holistic approach to evaluating marketing effectiveness. The purpose of the study is to develop an applied model for assessing the effectiveness of innovation marketing that accounts for the interdependence between digitalization, customer behavioral characteristics, and the financial outcomes of the enterprise. The research methodology is based on the combination of analytical generalization of digital marketing practices, comparative analysis of performance parameters, and scenario-based modeling of marketing activity development. The study applies an integrated indicator approach, enabling the formation of a unified evaluation system and ensuring the consistency of managerial decisions. The findings indicate that the effectiveness of innovation marketing is determined not by the number of digital tools used, but by the degree of their integration and the speed of response to changing market signals. It is established that the use of an integral model makes it possible to identify interrelations between indicators, improve segmentation accuracy, and reduce the time required for adapting marketing decisions. Particular attention is given to the scenario-based approach, which enables the simultaneous testing of alternative trajectories of marketing activity development. The practical implications lie in the applicability of the proposed model for the оперативе correction of marketing strategies, optimization of digital channel usage, and enhancement of the stability of innovation-driven revenues. This ensures more flexible responses to changes in the global competitive environment. The value of the research lies in combining analytical and applied approaches to evaluating innovation marketing, which forms a basis for further development of managerial decisions in the field of enterprise digital transformation.