Directions for Applying Digital Marketing Technologies in Providing Competitive Trade Services

This article scientifically examines the role of digital marketing technologies in enhancing the competitiveness of trade services, based on sociological survey data collected from 13 trade facilities in Bukhara city and district. The study is structured according to the IMRAD methodology. Survey results reveal that 77.7% of respondents are ready to use online shopping services, while 23.1% already utilize digital payment systems. The overall customer satisfaction index averaged 79.02 points across all surveyed facilities, with facilities actively employing digital channels scoring between 83–89 points. The article provides practical recommendations including CRM system implementation, social media content marketing enhancement, and development of mobile loyalty applications.