FEATURES OF USING DIGITAL MARKETING TOOLS IN INTERNATIONAL MARKETS

Introduction. The article examines the features of using digital tools in international markets, focusing on cultural, legal, and economic aspects that determine their adaptation. An analysis of key tools and models that can enhance the effectiveness of digital strategies for the U.S. and European markets is conducted. Objective. The primary aim of the article is to study the specifics of digital marketing strategies in international markets and to identify key tools and metrics that contribute to their effective adaptation. Materials and Methods. This research utilized analytical data on key digital marketing tools, such as SEO, SEM, content marketing, social media, and PPC advertising. The main research methods included comparative analysis. Results. The study analyzed findings that demonstrated the success of using digital marketing tools in international markets depends on adapting to cultural and regional specifics. It also revealed that, to enhance effectiveness, specific tools should be used for each market. Prospects. Further research is expected to analyze the effectiveness of digital tools for specific industries and adapt them to the conditions of particular regions.