Marketing strategy of an enterprise in the advertising management system

Aim. To develop theoretical and methodological provisions and practical recommendations for forming an enterprise’s marketing strategy as the foundation for effective advertising management in the context of digital transformation.
Tasks. To analyze the evolution of approaches to advertising management in the context of marketing strategy implementation; to identify key elements of the advertising management system and their relationship with strategic marketing goals; to determine current trends and tools for integrating advertising communications into the overall enterprise strategy; to propose a methodological approach to assessing the effectiveness of marketing strategy implementation through advertising performance indicators.
Findings. The article substantiates that marketing strategy acts as a system-forming factor in advertising management, determining target guidelines, communication channels, budget constraints, and efficiency criteria. The evolution of advertising management from fragmented tactical decisions to a strategic integrated approach is examined. Features of the modern stage are identified: personalization of communications based on big data analysis, omnichannel, automation of advertising inventory purchases (programmatic), and the need to consider synergy, saturation, and carryover effects.
Results. A structural-functional model of advertising management integrated into the enterprise’s marketing strategy is proposed. Based on the analysis, factors for successful implementation of advertising strategies are identified: clear segmentation of the target audience considering sociocultural characteristics, use of data-driven approaches to budget planning, integration of online and offline communication channels, and application of automated systems for lead collection and analysis. The practical significance lies in the possibility of applying the proposed recommendations by enterprises in various industries to increase the efficiency of advertising investments.

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