Digital Marketing: The Current State and Prospects for Development in Ukraine

The article is aimed at studying and evaluating the current trends in digital marketing, as well as defining prospects for its development in Ukraine. The article analyzes the current state and perspective directions of development of digital marketing in Ukraine. The theoretical bases of digital marketing are considered; the use of its instruments is analyzed; the main trends and peculiarities of their implementation are examined. The application of marketing complex (4P) in the Internet is studied and analyzed. It is found that the level of efficiency and flexibility of development of digital marketing largely depends on how quickly an enterprise adapts to changes in the external environment and uses its internal potential. It is determined that enterprises and organizations, regardless of their size, form of ownership and sphere of activity, are forced to move to the online plane of doing business in order not to lose competitive positions in the market, develop connections, effectively promote their products and communicate with their real and potential consumers. The article analyzes the methods of optimization of enterprises in different spheres of activity, which have actively begun to develop their channels of digital promotion. The advantages of using digital marketing are given, including: priority of obtaining information; attracting a wide audience; repetitiveness of advertising information; low costs compared to other marketing instruments; the ability to analyze financial income and expenses. Enterprises are invited to abandon the traditional approach to marketing in favor of speed and efficiency of decision-making, use of social networks, timeliness of obtaining information, all this is possible when using digital marketing. Conclusions are drawn about the rapid development and transformation of digital marketing with the beginning of the COVID-19 pandemic and onset of the war in Ukraine.