LEVERAGING DIGITAL MARKETING OPPORTUNITIES FOR THE DEVELOPMENT OF GEORGIA'S ECONOMY

Tamar Makasarashvili

E-mail: tamarmakasarashvili@gu.edu.ge

Doctor of Economics, Professor Gori State University

Gori, Georgia

https://orcid.org/0000-0003-0424-1816

Giuli Giguashvili

E-mail: giuligiguashvili@gu.edu.ge

Doctor of Economics, Professor Gori State University

Gori, Georgia

https://orcid.org/0000-0001-5657-7544

Abstract: Digital reality presents new challenges to the modern world. The development of technology drives the thorough reorganization of traditional systems and the emergence of new fields. Digital marketing represents one of the essential sectors of the 21st century.

This paper examines and analyzes the use of digital marketing within Georgia's economy, the role and importance of digital marketing in the Georgian ecosystem, and the involvement and role of the scientific community, educational institutions, investors, entrepreneurs, and the state in this process. The study evaluates the objectives of using digital marketing tools, the primary challenges in this field, and measures that have been implemented. The research is based on a review of statistical data, an assessment of the government's anti-crisis policies, and the main directions of state programs. Additionally, it offers insights into the current opportunities and new prospects for digital marketing in Georgia.

Based on research findings, the paper presents conclusions and recommendations for utilizing digital marketing capabilities in Georgia, improving the current level of application, addressing existing challenges, and exploring new, promising directions for development in the sector to grow Georgia's economy.

Keywords: Digital Technologies, Digital Marketing, Artificial Intelligence, Economic Growth.

JEL classification: M15, M31