Methodological framework for managing digital marketing strategies

Abstract

The article considers the theory of formation of digital marketing strategies, points out the directions of innovative development in marketing. It also shows the circumstances that may hinder the development of digital marketing in the activities of companies. Separately, the implementation of the analytical, practical and control stage for the effective management of a digital marketing strategy is considered. t is noted that a digital marketing strategy may be part of the company’s policy. The planning of complex measures necessary to manage strategies taking into account the internal environment of the organization and adaptation to the external conditions of unstable markets is considered. A formula is presented for determining the economic performance of digital marketing projects.