PERFORMANCE MARKETING FOR ACHIEVING STRATEGIC BUSINESS GOALS IN ENTERPRISE

Introduction. The complexity of doing business due to increased globalization in a competitive environment requires constant adaptation of all active participants in this complex system. It is also a transformation of marketing strategy, especially in the field of performance marketing, which has become an important tool for achieving strategic business goals using innovative approaches. Performance marketing allows companies to effectively attract customers and optimize advertising costs. The implementation of complex data collection will enable you to evaluate user behavior and achieve high results in the marketing management system, in particular, the optimization of marketing costs is one of the complex elements that must be managed and regulated accordingly in real-time. To achieve strategic business goals, it is necessary to define clear goals and key performance indicators for each marketing activity; use various tools and payment models, adapting them to specific business needs; constantly analyze the results, and optimize activities based on the received data. Purpose. The purpose of the study is to reveal conceptual approaches to the use of performance marketing to achieve strategic business goals of enterprises, including revenue growth, market expansion, and brand recognition, thanks to the integration of key indicators of the effectiveness of such innovative marketing into the strategic management of the company from the standpoint of various payment models and relationships in the process of the companys activities, which allows to optimize marketing campaigns and increase the efficiency of achieving business goals. Materials and methods: 1) regulatory and legal support for regulating the marketing activities of enterprises; 2) works of domestic and foreign authors conducting scientific and practical research in the field of performance marketing and strategic business management.