The enterprise's marketing activity on the market is aimed at ensuring its economic efficiency, competitiveness and financial stability. Total quarantine restrictions and the russian-Ukrainian war introduced drastic changes in the organization of marketing activities. Traditional marketing tools are being transformed into digital ones. Therefore, the problem of studying modern marketing tools, which are gaining popularity under the influence of active processes of digitalization, is gaining special relevance. The purpose of the study is to consider and specify modern marketing tools for promoting the company's products on the market, adapted to the digital environment. In the process of carrying out the research, general scientific methods were used: analysis, systematization, generalization, graphic presentation. It was found that the transfer of all spheres of life to the digital plane necessitates the use of new approaches to marketing activities adapted to the digital environment. The main goals of Internet users, determined by specialists of the Oberlo portal, were analyzed. It was found that in 2023, 43.1% of users will use the Internet to buy goods and services, which is 15.6% more than in 2020. It has been established that, in modern conditions, the leading positions in the promotion of the company's goods on the market belong to modern marketing tools: social media marketing, advertising in social networks, content marketing, video marketing, targeted advertising and retargeting. Each of these tools helps companies reach their target audience in ways that resonate and build a sense of trust between brand and customer. It has been established that it is advisable for enterprises to actively use video marketing, content marketing or retargeting to advertise goods in social networks; in order to reduce the cost of marketing activities - video marketing and targeted advertising. The tools of social media marketing considered in the course of the study can be used by domestic enterprises in order to obtain the maximum beneficial effect in the form of an increase in the level of sales and improvement of awareness about the company, taking into account the current limitation in financial resources. We see prospects for further research in determining the prospects for using retargeting in Ukraine, clarifying its differences from targeting.

Modern business conditions encourage market participants to expand the practice of conducting business in the digital space, which requires the search for effective digital tools of marketing communications. Under the influence of global digital development, the foundations of communication policy implementation are undergoing significant transformations. The authors found that the importance of social networks as a platform for maintaining continuous communication of market participants in conditions of digitalization, as well as tools for ensuring marketing communication, continues to grow steadily. Already today, every subject of commercial relations receives unlimited opportunities to search, sell, buy goods or implement other operations using social networks. That is why social networks should be considered part of the marketing communication policy of a business entity that seeks not only to maintain its own level of profitability, but also to compete successfully in the conditions of digital transformations. The purpose of the scientific article is to study the basics of marketing communications in the conditions of global digital transformations, in particular, the features and practice of using social networks within the marketing communication strategy. The research was carried out using the methods of comparison, abstraction, analysis and generalization. The essence of marketing communications in the conditions of digitization, development of digital tools and technologies is clarified, features of modern marketing policy of enterprises, trends in the use of social networks by business entities as a platform for interaction with the consumer or to influence his choice are considered. The main trends of the penetration of social networks into public life are outlined, the prospects of digitization of marketing communications of business entities are determined in the conditions of maintaining the dynamics of the development of the social networks market.

У статті розглянуто актуальні питання щодо автоматизації управління бізнес процесами підприємства крізь призму аналізу наявних систем управління. Визначено передумови для активного поширення автоматизації бізнес-процесів у практиці ведення бізнесу. Встановлено мотиви, якими керуються підприємства під час прийняття рішення про автоматизацію. Систематизовано переваги від автоматизації бізнес-процесів за допомогою графічного їх відображення. Визначено напрямки діяльності підприємства, яка є найбільш популярними під час прийняття рішення про автоматизацію, а саме: закупівлі, фінанси, управління людськими ресурсами, продажі та маркетинг. Проаналізовано етапи проведення автоматизації бізнес-процесу на підприємстві із деталізованим описом кожного із них. Проведено градацію бізнес-процесів по критерію важливості їх автоматизації для підприємства. Деталізовано системи управління бізнес процесами у розрізі наступних напрямків: системи управління проєктами та завданнями, бухгалтерським обліком, клієнтами, сервіси для управління робочим часом та персоналом, ESP-системи, CMS-системи, системи для розбудови організаційної структури. Досліджено тенденції у сфері автоматизації бізнес процесів. Визначено перелік програм, на які найчастіше падає вибір під час автоматизації з розподілом по групах: автоматизація фінансового менеджменту та звітності, управління персоналом, маркетингом, продажами, робочими процесами, даними та комплексні рішення. Проаналізовано вартість на програми для автоматизації HubSpot, ActiveCampaign та Expensify із описом функцій, які вони забезпечують в межах різних тарифів.

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