Abstract
<jats:p>This article discusses marketing digitalization as a structural shift in how firms create, communicate, and deliver value in data-driven environments. The growing reliance on digital channels, automated decision systems, and platformbased interactions has altered the consumer journey and reconfigured the role of product policy within enterprise marketing management. The relevance of the topic is explained by the simultaneous acceleration of e-commerce and mobile-first consumption routines, wider adoption of artificial intelligence and analytics, and increasing regulatory and societal expectations regarding transparency, fairness, and sustainability in digital markets. In such conditions, consumer behavior becomes more dynamic and information-intensive: individuals can compare offers instantly, rely on reviews and user-generated signals, and engage with brands across multiple touchpoints that blend online and offline experiences. The paper examines how omnichannel settings and personalization practices reshape decisionmaking patterns, including attention allocation, evaluation of alternatives, and post-purchase engagement. Particular attention is paid to the tension between convenience and trust: digital interfaces may support informed choice, yet they can also employ choice-architecture mechanisms that influence decisions in subtle ways. The discussion highlights why the transformation of consumer behavior should be treated not as a set of isolated trends but as an interconnected chain of changes in expectations (speed, relevance, transparency), risks (data exposure, manipulation, service complexity), and value perceptions (functional utility combined with experiential and ethical attributes). From the enterprise perspective, the paper outlines how these behavioral shifts trigger a rethinking of product policy. Product management increasingly extends beyond physical characteristics toward digital attributes and lifecycle information, such as content-rich descriptions, traceability, service layers, and mechanisms for continuous improvement based on feedback and usage data. The paper also considers the growing importance of standardized product information and lifecycle transparency initiatives, which influence both firms’ compliance strategies and their competitive positioning. Overall, the article frames the interaction between marketing digitalization, consumer behavior transformation, and enterprise product policy as a coherent managerial and research problem, and it describes the key dimensions through which this interaction can be analyzed in contemporary markets.</jats:p>