ASSESSMENT OF THE DIGITAL TRANSFORMATION OF ENTERPRISES’ MARKETING COMMUNICATIONS

Abstract

The growing role of digital technologies in marketing communications necessitates the development of effective approaches to assessing the level of their digital transformation at enterprises, which allows for timely detection of changes in communication processes, increasing their effectiveness, ensuring adaptation to the conditions of the digital environment and making informed management decisions. The article examines the theoretical and methodological principles of assessing the digital transformation of enterprises’ marketing communications in the context of the digital economy development. A scientific and methodological approach to assessing the level of marketing communications digital transformation of enterprises is proposed, which is based on the formation of interrelated indicators grouped into two main blocks: digital presence and digital maturity. Within each block, the corresponding subblocks are identified that characterize digital visibility, digital activity and interaction with consumers, technological and organizational maturity of the enterprise. To ensure the objectivity of the assessment, the analytic hierarchy process was applied, which allows determining the importance of blocks, subblocks and indicators based on expert pairwise comparison. To ensure the comparability of indicators, it was proposed to normalize them using the minimax method. Based on the obtained weight coefficients and normalized values ​​of indicators, a method for calculating the integral index of marketing communications digital transformation of an enterprise was proposed. A scale for interpreting the results was developed, which involves identifying three levels of marketing communications digital transformation of enterprises: low, medium and high. The proposed scientific and methodological approach was tested on the basis of data from three sports organizations, which made it possible to assess the level of digital transformation of their marketing communications, identify key differences between them and substantiate areas for improving the efficiency of digital activities. The proposed approach allows for a comprehensive assessment of marketing communications digitalization, identify strengths and weaknesses and form sound management decisions regarding their further development.