Analysis and Assessment of the Effectiveness of Using Digital Marketing Tools in Enhancing the Competitiveness of Trade Services

Abstract

This study examines the effectiveness of digital marketing tools in enhancing the competitiveness of trade services at two complementary levels. At the macro level, the relationship between the development of digital infrastructure and economic growth in the Bukhara region (Uzbekistan) is analysed using regional time-series data for 2015–2024 (n = 10). At the micro level, a system of key performance indicators (KPI) and a methodology for calculating an integral effectiveness index (IRMI) are proposed and tested on a conditional enterprise. Methods: classification of digital marketing tools, expert weighting of KPIs, Pearson correlation, ordinary least squares (OLS) regression, and trend extrapolation. Results: the integral index rose from 46.2 (medium) to 71.5 (high) after the introduction of digital tools (+54.8%); at the regional level, digital infrastructure indicators are very strongly correlated with the gross regional product (r up to 0.999), and the OLS model explains 98.2% of GRP variation. Conclusion: digital marketing tools significantly enhance the competitiveness of trade services, and the proposed integral index offers a consistent way to quantify this effect.