ФОРМУВАННЯ ПОРТФЕЛЮ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ВІДНОВЛЕННЯ ЕКОНОМІКИ УКРАЇНИ

In the conditions of digitization and digitization of business processes, the company's marketing activities must adapt to constant changes in the marketing environment. Intensification of competition in the markets requires strengthening the analysis of the effectiveness of the marketing activities of the enterprise. Marketing activities are an important element of a company's strategic management and have an impact on the company's performance. The article defines the essence of the term “marketing activity” on the basis of a literature review. The article also describes methods for evaluating the effectiveness of marketing activities. At the same time, the marketing activity itself is the subject of analytical evaluation, and the development of the company largely depends on the quality of this evaluation. It should be noted that the relevance of the research topic is also related to the need for further improvement of the evaluation procedure in conditions when Ukrainian confectionery enterprises operate in highly competitive conditions and extremely difficult financial and economic environment. Digitization and digitization of business have an impact on the development of marketing. Today, marketing is the application of humanlike technology to create, communicate, deliver and enhance value in the customer journey. The main technologies for using Marketing 5.0 are AI – artificial intelligence, NLP – natural language processing, sensors, robotics, MR – mixed reality (includes AR – augmented reality and VR – virtual reality), IoT and blockchain. An analysis of the company's marketing activities in the Ukrainian biscuit market was carried out. A SWOT analysis was conducted as a basis for the development of the company's marketing policy. In order to improve the company's marketing activities, it is necessary to use digital marketing tools and influence marketing. The company should develop an influencer marketing strategy to improve image, attract new customers, interact with target audience and increase product sales.

The article examines the need to use non-traditional digital marketing tools to develop an enterprise's marketing strategy. It has been proved that over the last decade the focus is on the latest technologies and types of marketing, which in their appearance are obliged to the innovative progress to which digital marketing is concerned. It was also proved that the main channels of digital marketing include Content Marketing, Email, Social Media (SM), Organic Search, paid Search, Display Ads, Mobil. Digital marketing has a greater advantage than Internet marketing, particularly by spreading its messages, considering the possibility of channel selection depending on the goals, functions of the message and the budget. It has been proved that traditional (classic) digital marketing tools include: Creation of own WEB-site, distribution of information through social networks, e-mail-mailing, webinars, blogs, banner advertising, contextual advertising, games, quads, surveys, interactive leaflets, complementary reality, video services, interactive surfaces, pictures, sounds, animations, etc. Key non-traditional digital marketing tools were identified, including: internet things (IoT), virtual reality (VR), complementary reality (AR), personalization, visualization, face recognition, etc. It is well-founded that these innovative technologies allow brands to provide fascinating experience of purchases and encourage customers to look, interact, personalize and evaluate products even before purchase, increasing channel conversion. It is confirmed that modern digital marketing is a constant bilateral dialog with each consumer, which allows to optimize interaction in an on-line mode, and digital tools help to build a clear marketing strategy implementation plan aimed at stimulating transformation through social media, content and blog strategies, all digital marketing tools. It is proved that the development of digital marketing strategies should focus on non-traditional tools.

The purpose of the article is to highlight the specifics of the impact of digital marketing on increasing the competitiveness of domestic business from a practical perspective. It was determined that digital marketing in the context of increasing business competitiveness is a new stage in the development of marketing activities due to global digital transformation and changes in the business environment. It has been established that digital marketing tools allow business entities to solve a variety of marketing tasks. It was found that an important aspect of using digital marketing tools to increase the competitiveness of domestic business is the assessment of their effectiveness. It was determined that digital marketing creates a significant impact on increasing the competitiveness of domestic business. It was revealed that the main criterion for increasing the competitiveness of domestic business entities that use digital marketing tools is the improvement of management and the establishment of a feedback system between them and customers. Business entities usually need to choose digital marketing tools that can improve the efficiency of their business processes in interaction with partners and customers. Research has proven that content marketing, search engine optimization, search engine marketing, social media marketing, affiliate and influencer marketing, electronic and mobile marketing, and other digital marketing tools are effective digital marketing tools used to increase the competitiveness of domestic businesses. Digital marketing allows for the integration of multiple technologies (social, mobile, web systems, CRM systems, etc.) with sales and customer service, ensuring constant and high-quality communication between advertisers and end consumers. It penetrates traditional forms of communication to attract audiences and engage them in the virtual world based on the analysis of data about users and their behavior. In the perspective of further research, it is advisable to highlight the influence of digital marketing tools on the effectiveness of domestic business entities.

The study in this paper sought to assess how the company's marketing initiatives influence the purchasing choices of students. By surveying 230 students from the Faculty of Economics in Belgrade and analysing their responses, the researchers evaluated various aspects of the company's marketing strategies and the students' buying behaviour. Descriptive statistics revealed that the variables related to updating content on social media and utilising sponsored advertisements had the most significant impact, along with the variable of making purchasing decisions. The results of the regression and correlation analysis established the existence of statistically significant relationships and the influence of the variables of the company's marketing activity on the variables of students' purchase decisions. Based on the regression model of influence, it was determined that the variables of the company's marketing activities had the greatest impact on the variable of making purchase decisions, with the variables of sponsored ads and updating content on social networks making the greatest individual contribution. A two-component solution was obtained by factor analysis, where the first component gathered all the variables of the company's marketing activities and the purchasing decision variable, while the second component gathered the other variables of the students' purchasing decisions. Between these two components, increasingly high correlation values were found, which only indicates that there is a certain degree of variability between the company's marketing activities and students' purchasing decisions. The research conducted in this study aimed to determine the extent to which social media marketing is beneficial for students in finding products and services they need, as well as how influential it is in their purchasing decisions. It underscores the importance for companies to integrate social media marketing activities and determine the most suitable types of social media marketing strategies.

The current study was conducted to understand the importance and development of a competitive strategic framework based on digital marketing for SMEs in the developing economy (Pakistan), which could help the companies to gain competitiveness through organisational development and growth. The aim of the study is to develop a competitive strategic framework for small and medium-sized manufacturing firms functioning in the textile manufacturing industry of the developing country. In addition to this, the research study aims to recommend categorization model that small and medium-sized manufacturers in the textile manufacturing industry make use for the digital marketing tools and strategies implementation. The literature review for this research identified the main components linked with the three core areas: competitive strategy, digital marketing (tools and techniques) / application, and SMEs' strategic fit. Due to the dynamic nature of digital marketing tools and techniques, there is the continuous development of literature, and the literature review is based on the specific context, mainly focusing on SMEs from the manufacturing sector in Pakistan. There is a significantly important factor in a lack of empirical research in this specific area, and the availability of the literature related to that region that can identify digital marketing with SMEs is limited. It allowed the development of a categorization model along with the conceptual framework based on the identified variables, which identified a lack of exposure for the manufacturing SMEs to get the complete understanding and outcome based on the technology-driven digital marketing tools for better overall development and growth. Developing a competitive strategy framework specific to the context can contribute effectively to developing sustainable growth and contribute towards competitiveness. The research methodology for this research was based on the mixed method. The quantitative (questionnaire) and qualitative (interview) data collected from the sample of textile manufacturing SMEs (10 companies selected – category ‘A’ companies) from the developing economy (Pakistan). An institution (SMEDA) of the Government of Pakistan under the Ministry of Industries & Production is responsible for SMEs development in Pakistan and was responsible to provide 4 the information related to the SMEs. The sample was identified based on non-probability sampling, and the sample was selected based on available information related to SMEs, which belong to different textile manufacturing sectors. The data was collected between April 2017 and February 2018. The statistical and thematic analysis was proposed for the comprehensive data analysis. The findings based on the collected data and relevant discussion demonstrated that there is a potential requirement for the competitive strategic framework which can be presented as an effective tool to contribute effectively towards the organisational goals, which is more critical in the case of SMEs for their survival within the dynamic global economy. The findings demonstrated the relationship between the identified latent variables and the achievement of the research objectives. The research suggested that the strategic framework using the digital marketing tools can add value while the strategic framework presented through lean management tool (House of Lean). The use of literature-based categorization model can support the implementation of the strategic framework. The study contributes towards literature by providing specific research contribution for the SMEs in developing economies. The study contributed towards the development of the theoretical approach by testing the latent variables and their relevance with refence top the SMEs in developing economy. It can help to expand the prospect of future research in other industries and bigger sample size can be used. The contribution towards the practice is based on applying the framework in the SMEs context, enabling the companies to use reach, relevance, and speed-related key attributes through digital marketing tools to develop sustainable growth and competitiveness.

The article analyzes the role and importance of digital communications in the e-commerce segment in Russia. The main object of the research is the current trends and digital marketing tools used by online stores to increase customer loyalty and engagement. The study highlights the importance of personalizing interaction with the audience through social media, email marketing, SEO, native advertising and other ways of digital and convergent interaction. Special attention is paid to the impact of mobile technologies on the growth of the e-commerce market. The work also focuses on the prospects for further development of digital communications in the face of growing competition and constant changes in the needs of the audience. First of all, the research is focused on the specifics of the Russian digital communications market, but taking into account the experience and practice of foreign companies and audiences. Based on the analysis of secondary data, statistical indicators are considered, such as the growth of the e-commerce market in Russia, the share of online orders via mobile devices, as well as data on consumer behavior based on research conducted by Online Market Intelligence, Romir and others. The scientific novelty of this study lies in a detailed analysis of modern digital communication methods used in the Russian segment of e-commerce, taking into account the influence of mobile technologies and the specifics of the Russian market. The study shows the uniqueness of digital strategies adapted for the Russian consumer, including an emphasis on personalization, content marketing and the use of platforms such as VKontakte and Telegram, which has become especially important in the conditions of unavailability of some international services. The main conclusions of the article emphasize the importance of using digital tools such as SEO, email marketing and SMM to retain and attract customers. The effectiveness of digital strategies is ensured through a personalized approach that allows online stores not only to increase consumer loyalty, but also to strengthen the brand in the face of growing competition.

This study is devoted to the empirical assessment of the process of organizing the application and management of innovative marketing methods in an industrial enterprise. The main purpose of the study is to determine the impact of the enterprise on the formation of innovation-oriented marketing strategies, implementation mechanisms, management structure and organizational efficiency. Within the framework of the study, key indicators such as digital marketing tools, product innovations, customer-oriented management approaches, B2B sales channels and brand positioning in the industrial environment were analyzed. At the empirical stage, survey and in-depth interview methods were used among the enterprise management and marketing specialists, and in addition, statistical observation was conducted on indicators reflecting the enterprise's marketing activities. The analysis results show that the application of innovative marketing methods increases production flexibility, shortens the time to market for products, increases customer satisfaction and strengthens the competitiveness of the enterprise. The research results provide practical recommendations for enterprises on the development of an innovative marketing management model, resource optimization, integration of the supply chain with the marketing strategy and the application of data-based decision-making mechanisms. The results obtained prove the strategic role of innovative marketing in the transformation process of industrial enterprises and create a scientific basis for future research

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it reveals the necessity of correctly perceiving the skills of consumers to use digital marketing tools and developing new digital marketing strategies for businesses in order to develop these skills. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions.

The purpose of this article is to study and reveal the essence of the methods of effective internationalization of products; to study the key nuances of international marketing; to consider modern distribution channels and ways of using digital technologies to promote products internationally. The article examines the role of marketing in the context of modern progressive development of economic conditions, and also studies scientific and Internet sources on the basis of which the author researched the history of the concepts of marketing and marketing mix, and the importance of constant correlation between the company's goals and the requirements and needs of product consumers in today's conditions. The author also considers the elements of the marketing mix, determines the importance of Internet marketing in the present day, and studies in detail the tools for Internet marketing. The stages of creating an effective system for managing the marketing activities of an enterprise in case of its entry into the international market are outlined, the main organizational structures for organizing the management of the company's marketing activities are allocated. The favorable reasons for entering the international market are highlighted, the details that should be taken into account when planning the entry of an enterprise into the international market are indicated. The author also identifies the results that an enterprise will receive by entering the international market. Effective marketing activities for any company are a direct way to achieve its goals. Creating an effective system for managing international marketing activities is a difficult task, but a properly designed and implemented system can be a key factor in the success of an enterprise in the international market.

Methods. The results were obtained through the application of general and specific methods of scientific knowledge: a systemic approach – when studying the problems and challenges in the energy sector that Ukraine faces; theoretical generalization – when studying digital marketing tools in the restoration of energy infrastructure for relevant purposes; the essence and types of energy retail are considered; comparison – when studying the opportunities and threats of their implementation and their analysis. Results. The main problems that the energy sector of Ukraine faces as a result of the war are formulated, namely: large-scale destruction of infrastructure, the need to attract investments, ensure energy independence and increase energy efficiency. Digital marketing tools that can be effectively used to solve the problems of the energy sector are analyzed. Such tools include: social networks, chat-bots, mobile applications, interactive maps, video content, online platforms and others. The possibilities of implementing digital marketing tools for informing the public, attracting investments, promoting energy-efficient solutions, creating a positive image of energy companies and the threats associated with the use of digital marketing tools in the energy sector, such as cyber threats, disinformation and consumer distrust, were assessed. Recommendations were formulated for the effective use of digital marketing tools in the restoration of Ukraine's energy infrastructure. Novelty. The study focuses on the current problems of the energy sector of Ukraine related to the post-war recovery and provides a detailed description of digital marketing tools and their application in accordance with the formulated goal. Practical value. The results obtained can become the basis for further research in the field of digital marketing in the energy sector.

Введение. Маркетинговая деятельность на современном этапе развития отраслей и сфер деятельности находится на пике трансформации и интеграции с цифровыми технологиями, что позволяет выделить одну организацию на отраслевом рынке из множества конкурентов. Целью статьи является обоснование того факта, что формирование маркетинговой деятельности предприятия на фармацевтическом рынке за счет активного и целенаправленного использования цифровых коммуникаций может показать наилучшие результаты за заданный промежуток времени при очевидной реакции всех участников рынка независимо от их физического местонахождения. Материалы и методы. Ключевые задачи были основаны на теоретическом анализе маркетинговых коммуникационных стратегий, используемых для продвижения предприятий в фармацевтической отрасли, выявлении текущих факторов, влияющих на формирование маркетинговых стратегий на фоне цифровизации и внедрения инновационных цифровых инструментов и технологий для улучшения внешних и внутренних качественных характеристик региональной фармацевтической отрасли. Результаты исследования. Результаты исследования показали, что фармацевтические компании недостаточно активно используют цифровые технологии в маркетинговой деятельности, инструменты цифровой коммуникации для развития и поддержания конкурентоспособности и клиентоориентированности, что негативно сказывается на экономических показателях и привлечении новой аудитории. Обсуждение и заключение. Практические выводы послужили основой для изучения маркетинговых дисциплин в университете, а также проекта маркетинговой программы по использованию цифровых средств коммуникации на фармацевтическом рынке. Эмпирическое исследование позволило сделать выводы о текущем состоянии фармацевтического рынка региона, специфике используемых маркетинговых стратегий развития и цифровых коммуникационных инструментов при взаимодействии всех субъектов, которые прямо или косвенно влияют на формирование фармацевтического рынка Ростова-на-Дону. Контент-анализ позволил отразить количественные показатели использования инструментов цифровой коммуникации региональными фармацевтическими компаниями, выявить слабые стороны этого стратегического направления и представить вектор развития маркетинговой стратегии в условиях интенсивной цифровизации всех процессов взаимодействия. Introduction. Marketing activities at the current stage of development of industries and fields of activity are at the peak of transformation and integration with digital technologies, which makes it possible to distinguish one organization in the industry market from many competitors. The purpose of the article is to substantiate the fact that the formation of an enterprise's marketing activities in the pharmaceutical market through the active and purposeful use of digital communications can show the best results in a given period with an obvious reaction from all market participants, regardless of their physical location. Materials and methods. The key tasks were based on a theoretical analysis of marketing communication strategies used to promote enterprises in the pharmaceutical industry, identifying current factors influencing the formation of marketing strategies against the background of digitalization and the introduction of innovative digital tools and technologies to improve the external and internal quality characteristics of the regional pharmaceutical industry. Research results. The results of the study showed that pharmaceutical companies are not actively using digital technologies in marketing activities, digital communication tools to develop and maintain competitiveness and customer orientation, which negatively affects economic performance and attracting a new audience. Discussion and conclusion. Practical conclusions served as the basis for marketing disciplines at the university, as well as a marketing program project on the use of digital communication tools in the pharmaceutical market. Empirical research has allowed us to draw conclusions about the current state of the pharmaceutical market in the region, the specifics of the marketing development strategies used and digital communication tools in the interaction of all actors that directly or indirectly influence the formation of the pharmaceutical market in Rostov-on-Don. The content analysis allowed us to reflect the quantitative indicators of the use of digital communication tools by regional pharmaceutical companies identify the weaknesses of this strategic direction and present the vector of development of marketing strategy in the context of intensive digitalization of all interaction processes.

This study explores the transformative role of digital marketing in promoting sustainable development amid global crises-specifically war, restricted mobility, and disrupted infrastructure. Using Ukrainian organic cosmetics (HS 3304) as a case, it evaluates export opportunities to high-potential markets such as the UK, France, the Netherlands, Belgium, Canada, Singapore, Australia, and Japan. These markets feature strong demand for natural, ethical, and innovative products. Digital marketing is framed as a strategic instrument, supporting not only international promotion but also economic resilience, sustainability, and social recovery. It allows businesses to communicate without physical presence—vital during wartime-and optimize logistics, update consumers in real time, and ensure operational continuity despite infrastructure damage. Consumer-behavior analysis using SEMrush, Ahrefs, Google Trends, and social media listening shows consistent growth in organic, vegan, and sustainable beauty themes, while niche segments remain underserved with low competition and marketing costs-ideal for Ukrainian producers. The research highlights digital marketing’s role in supply chain flexibility, enabling rerouting, risk mitigation, and demand forecasting. It also supports the creation of digital products-virtual showrooms, AR tools, e-commerce, and chatbots—ensuring ongoing engagement during mobility restrictions. Environmental and social benefits are also emphasized: companies can reduce emissions, cut print and event-related transport, and involve consumers in crowdfunding and sustainability efforts. Finally, tools like Trade Map and The Global Economy help assess export potential, identify market trends, and guide entry strategies. The study offers a roadmap for Ukrainian businesses, positioning digital marketing as a critical lever for survival, growth, and integration into the global sustainable economy. Keywords: digital marketing, sustainable development, social resilience, economic resilience, environmental balance, consumer environmental behaviour, social inclusion, organic cosmetics, export, restricted mobility, logistics, logistical processes, supply chains, omnichannel marketing, crisis marketing, e-commerce, market analytics, business intelligence, ESG, ESG reporting, business processes, digital products and services, social media, email marketing, mobile applications, chatbots, online services, platform solutions, low-code/no-code platforms, crowdfunding, green content marketing, zero-waste, cruelty-free, consumer-behaviour trends, SEMrush, Ahrefs, logistics management, marketing research.

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

PurposeThis paper aims to explore the experience of adoption of digital marketing and related tools by restaurant entrepreneurs or owners of restaurants in the UK and India.Design/methodology/approachThis study is based on qualitative research. In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations.FindingsFindings shed light on major changes in consumer behaviour and the readiness of restaurant owners to adopt digital tools for marketing restaurant businesses. Additionally, this paper also probes restaurant owners’ apprehensions in the process with an objective of retaining customers for a longer period.Originality/valueIt is also evident that there is a clear gap in the restaurant space in India and the UK as far as the adoption of digital marketing tools is concerned. The restaurants in India are yet to adequately harness the digital medium as a strategic tool for marketing. This research can potentially form the basis of further research in terms of using technology and digital tools to reach customers and creating a more personalized experience for them.

This article examines the effectiveness of digital marketing tools and prioritization of business processes in the context of Internet marketing development in the face of an ever-growing number of resources involved in promoting goods or services through various digital channels. To conduct the research, the methods of analysis of scientific publications and expert articles on the topic, a review of real examples of the results of business activities of companies in the field of electronic commerce, and statistical data were used. Schemes of key business processes are created using examples from e-commerce websites to demonstrate the impact of identifying targeted and effective digital marketing tools, as well as expanding and optimizing existing business processes. The study examines the most commonly used digital marketing tools employed by the majority of websites. Using a real business example, the article highlights the shift in the focus of the business process from one digital marketing tool to another for promoting products or services. It compares the strengths and weaknesses of the most common digital marketing channels to better distribute companies' products and services. An organic search strategy has been determined to provide long-term customer trust and stable organic traffic, while a paid search strategy allows you to quickly attract a target audience with specific proposals. It is concluded that the synthesis of top digital marketing channels like investing in search engine optimization and paid-per-click will allow an e-commerce company to maximize its online and search visibility, achieve short-term and long-term goals, increase income and optimize ROI. Described the basic scheme of the online store with a constant process of analyzing and adjusting processes