THE EFFECT OF DIGITAL MARKETING ON COMPETITIVENESS OF BUSINESS AND POTENTIAL IMPLEMENTATION IN BUSINESSES OF UZBEKISTAN

Digital marketing has emerged as a critical driver of business competitiveness in the contemporary global economy, fundamentally transforming how enterprises engage with customers, build brand value, and achieve sustainable growth. This research presents compelling evidence that digital marketing strategies significantly enhance competitive advantage across multiple dimensions, with empirical studies demonstrating performance improvements ranging from 10-30% in sales growth for small and medium enterprises (SMEs) to return on investment (ROI) ratios exceeding 3,600% for email marketing campaigns. For Uzbekistan, where internet penetration has reached 94.2% as of August 2025 and the digital economy contributes over 5% to GDP, the strategic implementation of digital marketing represents a transformative opportunity for businesses to achieve global competitiveness while leveraging the country's rapidly developing digital infrastructure under the Digital Uzbekistan 2030 strategy.