DIGITAL MARKETING PROJECT MANAGEMENT: SMM STRATEGIES DRIVING COMPETITIVE ADVANTAGE FOR UKRAINIAN BRANDS GLOBALLY
DOI:
https://doi.org/10.32689/2523-4536/80-22Keywords:
marketing project management, smm strategy, brand equity, international marketing, digital marketing, competitive advantages, digital maturityAbstract
The article is dedicated to the study of Digital Marketing Project Management issues for Ukrainian brands in global markets, focusing on the role of SMM strategies as a critical factor for ensuring their competitive advantages. In the context of rapid digital transformation, it is substantiated that the integration of project management and social media marketing creates a synergistic effect, providing structure, measurability, and adaptability to marketing projects. Digital Marketing Project Management is defined as an integrated system for planning, organizing, and controlling activities within the digital environment. It is argued that to enhance flexibility and the speed of response to changes in the environment, it is appropriate to apply Agile project management methodologies, which optimize content creation processes and improve team effectiveness. It is determined that in global markets, SMM strategies provide competitive advantages through: the scalability of presence without a proportional increase in costs; the possibility of micro-segmentation and communication personalization; the formation of global brand communities; and the collection and analysis of big data on consumer behavior for informed strategic decision-making. It is noted that managing SMM projects in global markets requires consideration of cultural characteristics, local trends, and regulatory restrictions in different countries. A key result is the conceptualization of the SMM strategy development process and the assessment of the strategic maturity level of SMM strategies among Ukrainian brands (based on a 4-level model) operating in international markets. This assessment revealed the dominance of the Tactical level in the majority of companies. It is substantiated that effective SMM strategies build advantages through enhancing brand equity and communication personalization, demanding a balance between the centralization of strategic planning and the decentralized local adaptation of content and communications. Achieving the Strategic level of SMM maturity is identified as a key condition for ensuring a company's long-term market sustainability in global markets.
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