DIGITIZATION OF MARKETING ACTIVITIES OF ENTERPRISES IN THE CONDITIONS OF THE MODERN ECONOMY

Abstract

The purpose of this paper is to comprehensively investigate transformational processes in marketing activities of Ukrainian enterprises under digitalization influence, to identify key directions for applying digital marketing tools and systematize main opportunities and obstacles on the path to implementing modern digital strategies, and to formulate practical recommendations for successful marketing digital transformation in dynamic economic environment. The study employs methods of systems analysis, structural-functional and comparative analysis, classification and generalization, and tabular presentation of results. It is established that digital marketing transformation in Ukraine is a critical factor in ensuring competitive positions in globalized markets and involves fundamental rethinking of traditional marketing practices and formation of integrated multichannel customer experiences. The study finds that Ukrainian enterprises demonstrate significant progress in digitalization: growth in internet penetration, rapid online commerce expansion, digital payment dominance, and mobile service access prevalence are observed. Five leading digital marketing tools are systematized – social media marketing, content marketing, search engine optimization, email marketing, and mobile marketing – with adoption levels, key platforms, and efficiency indicators defined for each. Five groups of systemic barriers are classified: infrastructure limitations, financial constraints of small and medium businesses, shortage of qualified specialists, geopolitical challenges, and complicated access to global platforms. Five strategic advantages of digitalization are substantiated: improved customer engagement, reduced marketing costs, expanded geographical reach, increased decision accuracy, and quality lead generation growth. Integration of artificial intelligence-based solutions and Ukraine’s establishment as a leading digital marketing innovation center in Eastern Europe is projected.