Managing Sustainable Digital Marketing: Financial Implications, Security and Ethical Challenges

The article presents a comprehensive theoretical and methodological analysis and conceptualization of the notion of sustainable digital marketing (SDM) as an integrated management system that combines economic performance with adherence to the principles of sustainable development – ecological responsibility, ethical conduct, social justice, and cybersecurity. The relevance of the study is driven by the growing role of digital technologies in business operations, alongside increasing societal and regulatory demands for responsible brand behavior in the context of global digital transformation.

The purpose of the study is to formulate the theoretical and methodological foundations of sustainable digital marketing, identify its structural components, and define performance assessment criteria in the context of ESG-oriented business strategies. Within an interdisciplinary framework, the research employs content analysis, expert evaluation, and economic-mathematical modeling methods (including ROI, ROAS, CLV, CAC, and Payback Period), and introduces an ethical matrix to assess digital communications according to transparency, accountability, safety, and environmental sustainability.

The empirical part of the research is based on the analysis of strategies of five leading global companies – Google, Amazon, Meta, Apple, and Microsoft – regarding their implementation of sustainable marketing approaches, investments in ecological initiatives, and compliance with digital ethics standards. The feasibility of integrating the SDM concept into strategic planning across various sectors and scales is substantiated, and a system of indicators is developed to evaluate marketing performance from the perspective of long-term social responsibility.

The findings of this study have both theoretical and practical value, offering a new paradigm of marketing management aligned with the challenges of the digital era and the principles of sustainable development.