DIGITAL TRANSFORMATION AS A FACTOR INCREASING THE EFFECTIVENESS OF MARKETING STRATEGY IN DISTRIBUTION COMPANIES

Abstract

This article examines the role and mechanisms of digital transformation in enhancing the effectiveness of marketing strategy implementation in distributor companies. In a dynamic market environment, traditional marketing methods are becoming increasingly inadequate. Technologies such as CRM systems, marketing automation, Big Data analytics, omnichannel communications, and digital logistics improve market visibility, optimize trade promotions, and enable personalized relationships with retailers. Distributors with strong digital capabilities outperform digitally weak counterparts in revenue growth, campaign ROI, and customer satisfaction. Investments in digital tools, workforce development, and collaborative platforms can modernize distribution practices, boost marketing efficiency, and strengthen competitiveness in emerging markets like Uzbekistan. The adoption of digital technologies shifts marketing strategies from being reactive to proactive and data-driven.