IMPROVING THE SUSTAINABLE DEVELOPMENT MODEL OF INDUSTRIAL ENTERPRISES BASED ON DIGITAL MARKETING TECHNOLOGIES

Аннотация

The accelerating digital transformation of industry and the intensifying pressure
of environmental and social expectations have made the integration of digital marketing
technologies into corporate sustainability agendas an urgent scientific and practical problem. This
article aims to develop an improved model of sustainable development for industrial enterprises
in which digital marketing technologies act as systemic enablers rather than peripheral promotional
tools. The study applies a mixed-methods design that combines a structured literature review,
comparative analysis, systematisation, and an empirical assessment of 64 industrial enterprises.
The principal result is a three-layer integrated model – the Digital Marketing-Driven Sustainable
Development (DM-SD) model – which links a digital infrastructure and data layer, a marketing
process layer, and a sustainable value layer through continuous feedback loops, and which is
operationalised through a maturity scale and a set of measurable indicators. The empirical
assessment confirms a statistically significant positive association between the digital marketing
maturity of enterprises and their composite sustainability performance, with the correlation
coefficient reaching 0.71. The findings demonstrate that data-driven demand sensing, stakeholder
engagement, sustainability transparency, and green value proposition design measurably improve
economic resilience, environmental performance, and social value creation. The proposed model
contributes to the theory of corporate sustainability by reconceptualising digital marketing as an
instrument of the triple bottom line, and offers industrial managers a structured pathway for
embedding digital marketing technologies into sustainable development strategies.