Аннотация
A distinctive feature of digital marketing is its interactivity, which is manifested in the successful application of digital marketing tools and their impact on engaging potential users. Visitors to digital resources should not only receive basic information but also be proficient in digital communications, possess the necessary knowledge to work with digital tools, be loyal to the leading brand, and trust the usefulness of the information received. This article examines the effectiveness of digital marketing technologies on the logistics operations of domestic enterprises. Optimization of manufacturing operations is closely linked to marketing through the effective exchange and processing of large volumes of information between all participants in the logistics chain. The purpose of this study is to determine the need for and feasibility of digital marketing technologies and to assess their impact on the logistics activities of domestic companies. The research methodology is based on a comprehensive approach, including an analysis of scientific and regulatory literature, as well as a study of international experience. To study logistics activities in the domestic manufacturing and transportation sectors, comparative and systemic analysis methods are used to assess the impact and effectiveness of digital marketing technologies. This paper, when examining concepts, evaluates the results of theoretical discussions on «digital technologies» in marketing. The results of studies of logistics management systems in manufacturing and transport fleets using digital marketing technologies are presented, using various logistics services as examples, analyzing the impact and effectiveness of these technologies on logistics performance. Digital technologies in marketing allow us to determine market demand for products, competitors’ assortment and prices, as well as the opinions and preferences of potential customers. This data is an important starting point for developing a logistics strategy and reflects the effectiveness of digital marketing technologies on logistics management results.