DIGITAL-ENVIRONMENTAL CONVERGENCE IN INNOVATION MARKETING: NEW APPROACHES TO SUSTAINABLE DEVELOPMENT

Resumen

At present, the global economy is reconsidering approaches to innovation and sustainable development apart from technological modernization. An automatic tool has eventually become a digital technology in the strategic management of new concepts as a main factor forming new models of interaction between business, government and society. In these conditions, the integration of the principles of the green economy and digital innovations into marketing activities is becoming not just a trend, but a prerequisite for long-term competitiveness. The purpose of the study is to identify patterns in the transformation of strategic approaches to marketing innovations under the influence of the digital economy and green technologies. The object is the processes of digital integration and innovation activity at the level of national economies. The methodological base is based on a combination of systemic, comparative, statistical, graph-analytical and institutional-analytical approaches, which provided a holistic study of the relationships between the digital maturity indices (DESI), innovation capacity (GII) and environmental efficiency (EPI). The results of the quantitative analysis show that during 2020–2024, the digital economy has become one of the leading drivers of sustainable development. The DESI index increased from 57.2 to 64.8 points (+13.3%), the GII from 32.1 to 36.4 (+13.4%), while the EPI increased to 43.5 points (+3.4%). A close positive relationship was found between the level of digital maturity and environmental performance (r=0.69), which indicates the formation of an integrated development model – “digital-green growth”. Econometric modeling confirmed the statistically significant impact of digital innovations on environmental performance (R²=0.81). The study also showed that companies that actively use analytical systems, big data platforms and artificial intelligence technologies in their marketing strategies achieve an average reduction in operating costs of 12% and an increase in customer loyalty by approximately 15%. The practical significance of the results obtained lies in the formulation of recommendations for the development of digital-ecological sustainable marketing strategies focused on ESG principles, the use of intelligent analytics and strengthening the positions of companies in the global digital environment. The proposed conclusions can serve as a scientific basis for improving state digitalization policy, corporate innovation development programs and national sustainable growth strategies.

Keywords: innovation marketing; digital marketing; marketing communications; green technologies; digital economy; sustainable development; marketing management.