DIGITAL MARKETING STRATEGIES OF THE ENTERPRISE

The article examines the peculiarities of substantiating the company's digital marketing strategy. The theoretical and methodological basis of the research is modern theories, concepts, hypotheses of digital economy management. Content analysis was used. The methodological and informational basis of the work are scientific works, materials of periodicals, Internet resources. Interpretation and analysis of the results allow you to determine the main strategies and techniques of digital marketing for application on collaborative platforms. The main strategies of digital marketing are presented: user interaction strategies; search marketing; search optimization; marketing in social networks; Freemium strategy; content marketing; online relational marketing; influencer marketing. Twelve key sharing economy concepts for digital marketing are identified. It is also necessary to apply direct personalized strategies based on the interests of users and encouraging their loyalty and co-creation. This study has several limitations. First, relevant previous research on sharing strategies and digital marketing is rather scarce, resulting in a rather limited data set. Second, a small sample was selected for analysis due to the irrelevance of the content found in the databases to the research objectives. Finally, some non-online marketing strategies were found to be important in gaining customer loyalty and trust. The conclusion highlights the importance of digital marketing in the online environment and the enhancement of user-generated content and electronic transmission on these platforms. Using trend analysis tools based on search terms can help CFOs and sharing economy managers predict consumer preferences. A final recommendation is to implement Freemium models for those users who have been engaged and need more exclusive services.