The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers

N. A. Strizhichenko; A. Chernaya; O. Danik

doi:10.26118/2782-4586.2025.84.87.029

UDC

338.46 004.045

THE ROLE OF DIGITAL TECHNOLOGIES IN MODERN MARKETING: TRANSFORMATION OF STRATEGIES AND TACTICS OF INTERACTION WITH CONSUMERS The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers

АА Аа

Published in JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT · Pages 227–234 · Rubric: SCIENTIFIC ARTICLES

DOI: https://doi.org/10.26118/2782-4586.2025.84.87.029

Received: 27.12.2025 Accepted: 06.01.2026 Published: 06.01.2026

Authors

N. A. Strizhichenko

A. Chernaya

O. Danik

N. A. Strizhichenko

Academic degree: candidate of economic sciences

Science rang: docent

Krasnodon Faculty of Engineering and Management (branch) of Vladimir Dahl Lugansk State University docent · Russian Federation · Krasnodon

A. Chernaya

Academic degree: candidate of economic sciences

Science rang: docent

Krasnodon Faculty of Engineering and Management (branch) of Vladimir Dahl Lugansk State University docent · Russian Federation · Krasnodon

O. Danik

Academic degree: candidate of pedagogical sciences

Science rang: docent

Krasnodon Faculty of Engineering and Management (branch) of Vladimir Dahl Lugansk State University docent · Russian Federation · Krasnodon

ABSTRACT

. The article explores the role of digital technologies in modern marketing. Special attention is paid to their impact on consumer behavior and the effectiveness of marketing strategies. The purpose of the work is to analyze how digital tools are changing approaches to marketing and how this affects the actions of customers. Innovative approaches and trends in the development of digital marketing, the use of Internet marketing, mobile applications and social media to promote goods and services are analyzed, as well as possible risks and challenges associated with its use. The scientific novelty lies in the creation of a classification of digital marketing tools, the development of an integrative model for predicting consumer reactions that takes into account generational characteristics and digital profile, as well as in identifying the differentiated effects of technology on consumer behavior. The research methodology includes the analysis of academic publications, industry reports and cases on digital marketing, as well as methods of comparative and systematic analysis of consumer behavior. The practical significance of the work lies in the application of its results to optimize digital marketing strategies, increase the efficiency of investments in digital tools, develop personalized communication scenarios and minimize the risks of introducing innovative technologies.

KEYWORDS

digital marketing, Internet marketing, mobile applications, effectiveness of marketing strategies, innovations in marketing, marketing development trends

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Strizhichenko N. A., Chernaya A. M., Danik O. L. The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers // JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT. 2025. no. 11. pp. 227-234. DOI: https://doi.org/10.26118/2782-4586.2025.84.87.029. (Date of access 07.09.2026).

MLA

N. A. Strizhichenko, Chernaya A. M., Danik O. L.. "The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers." JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT.11 (2025): 227-234. DOI: https://doi.org/10.26118/2782-4586.2025.84.87.029.

APA

Strizhichenko N. A., Chernaya A. M., Danik O. L. (2025). The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers. JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT(11), 227-234. https://doi.org/10.26118/2782-4586.2025.84.87.029

Chicago

N. A. Strizhichenko, Chernaya A. M., Danik O. L.. "The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers." JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT, no. 11 (2025): 227-234. https://doi.org/10.26118/2782-4586.2025.84.87.029.

WIKI

{{cite journal | author = Strizhichenko N. A., Chernaya A. M., Danik O. L. | title = The role of digital technologies in modern marketing: transformation of strategies and tactics of interaction with consumers | journal = JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT | year = 2025 | issue = 11 | pages = 227-234 | doi = 10.26118/2782-4586.2025.84.87.029 }}

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