Sustainable entrepreneurship: analysis of digital marketing trends in the regional and global dimension

Abstract

The aim of the article is to assess the prospects of digital marketing in the context of sustainable entrepreneurship on the Internet based on the best practices of the European Union and the United States and to analyze digital marketing trends in regional and global dimensions. The paper analyzes digital marketing trends in the regional and global dimensions, as well as examines their impact on the development of sustainable entrepreneurship. This study used methods of data collection, analysis, and interpretation of results. Statistical data from the official websites of international information platforms were summarized and used. Search engines revealed more than 90 articles on the development and features of modern digital marketing. During the selection and verification process, only 25 of the most relevant sources from 2017 to 2023 were selected. The results identify the features of digitalization and its role in the development of the economy and business on a regional and international scale; analyze the main emphases in the factors of digital marketing; indicate the possibilities of the impact of digitalization and digital marketing on the sustainable development of business structures; study the trends of digital marketing in 2023 and give their further development forecast. The scientific novelty of the article lies in the fact that for the first time, the peculiarities of using digital marketing in the context of sustainable entrepreneurship on the Internet are analyzed based on the best practices of the European Union and the United States, and further prospects for its development in Ukraine are determined. The author concludes that digital technologies for testing and promoting a product market significantly reduce the time for the commercialization of innovations and indicate an acceleration of the innovation cycle in general. Digital innovations dictate the need to accelerate operational and management processes and become the basis of economic policy in many digital ecosystems. The results obtained can be used by top management of companies, as well as heads of marketing departments, to guide and develop digital marketing strategies.