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This study examines the role of the marketing technology ecosystem as a driver of innovative enterprise development in the context of global economic transformations. The purpose of the research is to substantiate the systemic role of the marketing technology ecosystem in innovation processes and to develop a conceptual model that explains how marketing technologies influence innovation-oriented managerial decision-making within enterprises. The study demonstrates that the marketing technology ecosystem represents a multidimensional technological and organizational infrastructure that integrates digital data platforms, marketing analytics systems, artificial intelligence tools, and digital communication technologies within enterprise management systems. Such integration enables enterprises to transform marketing data into analytical insights that support innovation-oriented managerial decisions and facilitate the development of innovative products, marketing strategies, and customer experience solutions. The research identifies the interaction between technological, product-related, communication, behavioural, and strategic marketing factors within the marketing technology ecosystem. The integration of these factors within a unified digital infrastructure creates favourable conditions for enterprise innovation and strengthens the ability of organizations to respond to technological turbulence and rapidly changing market environments. The scientific novelty of the research lies in the conceptualization of the marketing technology ecosystem as a systemic driver of innovative enterprise development and in the development of a conceptual model that explains the interaction between digital marketing technologies, marketing processes, and enterprise innovation management. The proposed model demonstrates how marketing technologies transform digital market data into analytical insights that influence innovation-oriented strategic and operational decisions within enterprises. The practical significance of the study lies in the identification of structural components and functional mechanisms of the marketing technology ecosystem that can be used by enterprises to improve innovation management, strengthen customer experience management, and enhance competitive advantages in digital markets. The findings confirm that the effective integration of marketing technologies into enterprise management systems contributes to increasing innovation potential, organizational adaptability, and long-term competitiveness in the conditions of global economic transformations.
Nianko et al. (2026) studied this question.