Білоткач Ігор Анатолійович2025-01-172025-01-172022-12-1397-83-63649-12-8https://ir.duan.edu.ua/handle/123456789/5177Considering the set of basic tools of the digital environment, which have the ability to significantly influence the formation of the competitiveness of enterprises, it is possible to determine the most significant among them. Among the most significant tools, in our opinion, are the following: search engine optimization (SEO), search engine marketing (SEM); social media marketing (SMM), including blogs; content marketing; influencer marketing; automation of content creation; marketing in electronic commerce; partner programs; direct mailings (E-mail marketing, SMS and MMS mailings); advertising (contextual; banner; teaser; video advertising; advertising in various forms of digital products: e-books, programs, games, interactive billboards, etc.); Push notifications; press releases in online media; Co-creation; cooperation with bloggers and opinion leaders Therefore, ensuring the competitiveness of enterprises is a complex dynamic process that uses huge volumes of various information, which is associated with the variability of parameters and indicators that reflect the organization's environment. To process such a huge volume of changing information, it is necessary to use information technologies of business analytics in a digital environment. Modern information technologies change business both instrumentally and methodically and analytically, allowing to obtain both new sources of information and new mechanisms of their systematization and analysis.It is argued that the current stage of development of the economic situation in Ukraine puts forward complex requirements for methods, systems and management tools at enterprises in order to ensure not only the competitiveness of their activities, but also in many cases in general to ensure the possibility of existence in conditions of open hostile aggression and the global economic crisis. One of the most important conditions for the sustainable development of the national economy and the main place in ensuring the economic security of Ukraine is the formation of the competitiveness of enterprises, as the main factor in the formation of the competitiveness of industries and regions. It is emphasized that in the future it is necessary to analyze the communicative effectiveness of each of the means of the Internet environment and, on this basis, develop methodological principles for their optimization in order to form the competitiveness of the company's products within the selected markets. The justification for the choice should take into account the mutual consistency of the tools with the goals and nature of actions in the digital environment.enDigital environmententerprise competitivenesseconomic situationmodern information technologiesmechanisms systematization and analysisThesis