THE USE AND DEVELOPMENT TRENDS OF DIGITAL MARKETING IN INDUSTRIAL ENTERPRISES OF UZBEKISTAN

Abstract

This article analyzes the current state and development prospects of digital marketing technologies in industrial enterprises of Uzbekistan. The research examines the impact of ongoing reforms–based on the “Digital Uzbekistan – 2030” strategy and other regulatory documents–on industrial marketing. It identifies both opportunities and barriers to the effective implementation of digital tools. Drawing on survey results, the practices of foreign countries (such as the USA, Germany, and South Korea), and an analysis of national experience, the study clarifies how industrial entities are utilizing digital marketing instruments. Particular attention is given to pressing issues such as the lack of comprehensive marketing strategies, a shortage of qualified specialists, and the underdevelopment of IT infrastructure. Finally, the article proposes a set of regulatory, organizational, technological, and scientific recommendations for advancing the field.