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    The role of online marketing in business transformation and improvement of logistics processes in the context of sustainable development
    (2024) Sadchenko, Olena V.; Садченко, Олена Василівна
    The article discusses the role of online marketing in business transformation and improvement of logistics processes through supply chain management. The integration of online marketing strategies with supply chain operations, which have significantly changed the way companies operate and interact in markets, is examined. Provides online company marketing tools that can track competitors' strategies, identify gaps in the market, and effectively differentiate their offerings. With their help, businesses can more effectively differentiate their offerings, stand out among competitors and form a unique positioning. These tools provide a comprehensive analysis of the competitive environment, as well as allow for prompt response to changes in market dynamics. Thus, the proposed tools not only provide control over competition, but also serve as a key resource for developing successful marketing strategies and increasing the company's efficiency in today's business environment. Online marketing is an integral part of modern businesses, helping them transform, accelerate growth and adapt to changing market conditions. The digital marketing tools included event marketing, search engine search engine optimisation, content marketing, relevant software, and viral marketing. Successful global practices can serve as an example for Ukraine and become an important step towards the digital transformation of marketing. The main trends in digital marketing were the main trends in digital marketing, including gamification, zero-click search, artificial intelligence, chat rooms, voice, and zero-click search, artificial intelligence, chatbots, voice search, etc. Online marketing plays a key role in improving logistics processes by providing tools and solutions to optimise and automate operations. Online marketing plays an important role in modern logistics, ensuring that it improves, optimises and adapts to rapidly changing market conditions and customer needs.