Comparative Analysis of the Features of Remarketing Implementation in the Context of Digital Transformation: Service vs. Manufacturing Sectors
Petrova M. Sushchenko O. Vovk K. Akhmedyarov Y. Pohuda N.
February 2026Multidisciplinary Digital Publishing Institute (MDPI)
Sustainability (Switzerland)
2026#18Issue 4
This study examines sector-specific patterns of remarketing implementation in manufacturing and service industries and evaluates their effectiveness during digital transformation from a sustainability perspective. Using a mixed-method approach, the research combines descriptive analysis of enterprises’ digital maturity with Monte Carlo simulation modeling of remarketing campaign performance based on key parameters such as budget allocation, conversion efficiency, customer lifetime value, personalization intensity, and investment in AI-driven analytics. The results demonstrate that remarketing enhances traffic, user engagement, and return on investment; however, its sustainability depends on sectoral characteristics and behavioral responsiveness. AI-powered personalization is identified as a critical factor in reducing ad fatigue and improving conversion stability. While manufacturing firms tend to achieve higher but more volatile returns, service-sector companies demonstrate more stable outcomes due to greater digital adaptability and more intensive use of dynamic advertising tools. The findings highlight that sustainable remarketing strategies require sector-specific adaptation to balance economic efficiency, technological investment, and long-term consumer engagement, thereby supporting resilient and sustainable business development in the digital economy.
digital transformation , hospitality AI-driven personalization , marketing efficiency , Monte Carlo simulation , remarketing , sectoral analysis , sustainable digital marketing , tourism
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Department of Information Technologies, St. Cyril and St. Methodius University of Veliko Tarnovo, Veliko Tarnovo, 5000, Bulgaria
Tourism, Hotel and Restaurant Business Department, Institute of Culture and Creative Industries, Kyiv National University of Technologies and Design, Kyiv, 01011, Ukraine
Department of Entrepreneurship, Trade and Tourism Business, Simon Kuznets Kharkiv National University of Economics, Kharkiv, 61166, Ukraine
Department of Business and Services, Sh. Ualikhanov Kokshetau University, Kokshetau, 020000, Kazakhstan
Department of Information Technologies
Tourism
Department of Entrepreneurship
Department of Business and Services
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