Маркетингові інструменти управління ризиками в умовах цифровізації

Abstract

This study explores the transformation of enterprise risk management through innovative marketing tools in the era of digitalization. Rapid technological changes generate new hybrid threats, making traditional approaches less effective. Consequently, marketing evolves into a strategic mechanism for managing digital vulnerabilities. Integrating Artificial Intelligence, Big Data analytics, and Social Media Listening allows companies to transition to proactive crisis management. The research highlights a matrix of digital marketing tools designed to mitigate reputational, commercial, and cyber risks. Ultimately, integrating marketing into the financial and economic security architecture is crucial for the sustainable development of modern enterprises.