PESTLE analysis as a tool for strategic planning of digital marketing communications of retail enterprises

The aim of the article. The purpose of the article is to apply PESTLE analysis to comprehensively identify external factors that influence decision-making regarding the selection and application of digital marketing communications in the activities of retail enterprises, as well as analyze opportunities and threats and develop practical recommendations for adapting marketing strategies in a dynamic business environment. Analysis results. The modern conditions of the functioning of retail enterprises are characterized by high dynamism and uncertainty of the external environment, which necessitates the use of strategic analysis tools in the formation of digital marketing communications. The article considers the use of PESTLE analysis as a comprehensive method of identifying and assessing the impact of political, economic, social, technological, legal, and environmental factors on the development of marketing strategies in the digital environment. To determine the priority of factors and subfactors, the analytical hierarchy process (AHP) was used, which made it possible to carry out a quantitative assessment of their significance, form a rating and identify key areas of strategic development. The results of the study showed that the greatest influence on the effectiveness of digital marketing communications is exerted by technological factors (0.360), among which the leading ones are the spread of the mobile Internet (0.201) and the development of analytics and artificial intelligence (0.088). Economic (0.239) and social (0.178) factors also have a significant impact, reflecting the dependence of digital strategies on purchasing power, the level of e-commerce development, changes in consumer behavior and the popularity of communication channels. Political, legal and environmental aspects, although they have lower weights, determine the framework conditions for conducting marketing activities, ensure compliance with regulatory requirements and contribute to the formation of a positive brand image. The article presents an analysis of potential opportunities and threats that external factors create for retail enterprises during the formation of digital marketing communications. Determining these aspects helps enterprises effectively use market advantages and avoid risks associated with external influences. Practical recommendations are given for retail enterprises on optimal management of opportunities and threats identified in the process of PESTLE analysis. The implementation of the proposed measures will increase the effectiveness of digital marketing communications and ensure adaptation to changes in the external environment. The results obtained have both scientific and applied significance: they can be used to develop strategies adapted to the conditions of a specific market environment, optimize investments in digital technologies, personalize communications and increase the competitiveness of retail enterprises. Further research can be aimed at analyzing the dynamics of the influence of PESTLE factors over time and building adaptive models of strategic planning of digital marketing. Conclusions and directions for further research. The study confirmed the leading role of technological, economic and social factors in shaping digital marketing communications of retail enterprises, as well as the importance of taking into account political, legal and environmental aspects to ensure efficiency and compliance with regulatory requirements. It is recommended to deepen the analysis of the relationships between PESTLE factors and study their dynamics over time to develop adaptive models of strategic digital marketing planning