DIGITAL MARKETING STRATEGIES FOR ENHANCING THE COMPETITIVENESS OF SERVICE ENTERPRISES

Abstract

This thesis examines the theoretical and practical aspects of implementing digital marketing strategies in service enterprises. The study analyzes the role of social media marketing, search engine optimization (SEO), content marketing, and e-commerce platforms in enhancing business competitiveness. The findings indicate that integrating digital technologies into marketing activities contributes to customer acquisition, faster communication regarding service quality, and increased business profitability. Furthermore, the prospects of applying innovative marketing tools in the service market are discussed.