Using strategic mechanisms to increase the efficiency of the company’s activities

In this article, the authors consider the features of using strategic mechanisms to improve the company’s performance, focusing on the marketing aspect. The study clearly defines the purpose and objectives of the research, which allowed for a high-quality analysis. The object of the study is a company operating in the media space. The following methods were used in the research: financial and marketing performance analysis, SWOT analysis, and a comparative analysis of the effectiveness of advertising channels, which helped identify the company’s main challenges for optimization. The article provided a theoretical justification for the relevance of the study of marketing activities and examined the main areas for evaluating the effectiveness of a company’s marketing activities. As a result of the study, the main areas of the company’s activities that require immediate attention were identified. The authors proposed implementing a hybrid marketing strategy aimed at optimizing operations in the regional market. They recommended using innovative AI-based analytics tools and diversifying services to adapt to changing consumer habits. Additionally, they highlighted the main areas of activity that can be optimized through the company’s infrastructure capabilities to meet new external challenges.