MODERN MARKETING STRATEGIES AND DIGITALIZATION OF BUSINESS IN UZBEKISTAN

Abstract

The article examines the processes of digital transformation of marketing in the Republic of Uzbekistan and their impact on increasing the competitiveness of domestic enterprises. The transition from traditional methods of promotion to modern digital strategies such as SMM, SEO, contextual and targeted advertising, and the development of e-commerce is emphasized. The cases of successful companies are presented — Korzinka.uz, GROSS, Uzum Market and Beeline Uzbekistan — effectively applying digital marketing to strengthen market positions. Statistics on the digitalization of business and consumer behavior are presented, confirming the effectiveness of the implementation of marketing tools. The key problems are highlighted — the lack of qualified personnel, limited budgets, the level of digital literacy — and development prospects in the context of state support and the Digital Uzbekistan 2030 program. The work highlights the importance of digital marketing strategies as a key factor in sustainable economic growth and increasing the competitiveness of Uzbek enterprises.