Features of Forming a Business Model of an Enterprise Based on Digital Marketing Technologies

The aim of the article is to examine the processes of forming a business model based on digital marketing technologies in modern conditions. The article explores the transformational impact of digital marketing technologies on the process of forming business models of modern enterprises. It is substantiated that digital tools have become a key factor in the strategic development of business, ensuring effective communication with the target audience, increasing customer engagement, and enhancing competitiveness. The advantages of using digital technologies in the promotion of goods and services are described, as well as the main challenges that arise during the digitalization of the business environment. Attention is drawn to the limitations of traditional management models in the context of rapid market changes, and the necessity of developing new approaches to forming business models in the digital economy is determined. It has been demonstrated that there is a necessity for a comprehensive approach that covers both strategic and technological aspects of developing an efficient business model. Key factors that determine the success of the digitalization process have been identified: segmentation of the target audience, selection of relevant communication channels, the level of technological infrastructure, analytical capabilities, digital competencies of personnel, resource availability, and adherence to legal and ethical standards. A phased model for formulating a business model for enterprises has been proposed, which includes analysis of the external environment, development of a digital marketing strategy, application of the Canvas approach, implementation of digital marketing tools, and continuous monitoring of effectiveness. The results obtained can be used by enterprises for strategic planning and enhancing marketing activities in the context of the digital economy.