THE ROLE OF DIGITAL MARKETING IN FORMING PROMOTION AND DEVELOPMENT STRATEGIES FOR STARTUPS

Iryna Smuk

doi:10.32782/2786-765X/2026-13-34

Iryna Smuk Ivan Franko National University of Lviv https://orcid.org/0009-0006-0581-9295

DOI: https://doi.org/10.32782/2786-765X/2026-13-34

Abstract

The study substantiates the theoretical and methodological foundations for developing startup marketing strategies in a digital environment, emphasizing the integration of digital marketing tools, CRM technologies, and artificial intelligence. Startup marketing is considered as a multilevel system combining corporate, functional, and operational components, where CRM ensures customer orientation and personalized engagement. The effectiveness of strategies is linked to growth hacking approaches that enable rapid testing and scaling of decisions. The integration of digital communication channels, analytical tools, and data-driven approaches enhances marketing performance and competitive advantages. Particular attention is given to AI and neural networks, which improve forecasting accuracy, automate analytics, and optimize decision-making, forming the basis for innovative and scalable startup development.

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