# 31 188-192 View full article

УДК 658.8:004

DOI: https://doi.org/10.36887/2415-8453-2025-1-31

Prokopenko Serhii,
PhD Student in marketing,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0003-0718-4917

JEL classification: M31

Digital marketing tools are crucial in the evolution and growth of creative industries, offering these sectors the means to adapt to the rapidly changing digital landscape. Digital tools allow brands to establish effective communication channels with their target audiences, boost brand recognition, and drive customer engagement. These tools also help businesses understand customer behavior, identify trends, and optimize their marketing efforts. However, despite extensive research, there is still a lack of a standardized methodology for assessing the effectiveness of these digital marketing tools, which creates challenges for businesses in choosing the most suitable strategies. This article aims to develop and substantiate a practical methodology for applying digital marketing tools in creative industries, which is necessary to enhance their performance and ensure sustainable development. The proposed methodology is based on an iterative process that involves continuous testing, analysis, and optimization of marketing strategies. This approach is designed to ensure that businesses can adapt to shifts in consumer behavior and changing market dynamics. By constantly refining their marketing efforts, companies can remain flexible and effectively utilize their resources. Additionally, the article delves into key concepts such as customer-centricity, integrated communications, and innovation, which are integral to modern marketing strategies. The authors also offer practical recommendations for implementing digital marketing tools in the creative industries. These recommendations are intended to help creative businesses increase their competitiveness in the increasingly digital and global economy. By integrating these tools, businesses can strengthen their market presence and achieve long-term growth and success in the digital age.

Keywords: digital marketing tools, marketing communications, creative industries, strategy

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The article was received 04.01.2025