THE IMPACT OF DIGITAL PLATFORMS AND INTERNET MARKETING TOOLS ON THE ADAPTATION OF MARKETING STRATEGIES OF ENTERPRISES IN CONDITIONS OF CHANGE AND CRISIS
DOI:
https://doi.org/10.15330/apred.1.21.268-278Keywords:
digital platforms, e-commerce, internet marketing, social media, marketing strategiesAbstract
The article examines current trends in the development of digital platforms and e-commerce, in particular their impact on companies' marketing strategies in a changing business environment. The purpose of the work is to conduct a comprehensive analysis of key aspects related to the use of digital platforms, social networks, and online marketing tools to enhance the efficiency of e-commerce. Additionally, the study seeks to explore how marketing strategies can be adapted to contemporary conditions, with a specific focus on crisis scenarios, such as the ongoing military conflict in Ukraine.
The study uses systematic and comparative data analysis methods to deeply study the effectiveness of various digital marketing tools and their impact on the competitiveness of businesses. The results of the study confirm that the integration of the latest technologies, such as artificial intelligence, blockchain, Internet of Things (IoT), chatbots and marketing automation, is a key factor for success in modern e-commerce.
The scientific novelty of the work lies in identifying optimal approaches to adapting marketing strategies to changes in consumer behavior, as well as identifying the importance of innovative technologies for increasing personalization and security in communications with customers. The study underscores the importance of swiftly adapting marketing strategies during crises, which helps businesses maintain customer loyalty and achieve market stability.
The practical significance of the study lies in developing recommendations for small and medium-sized businesses on the effective use of digital platforms to increase sales, improve customer engagement, and maintain competitive advantages in changing market conditions. The study also provides practical tools for adapting marketing strategies in times of instability and global crises, which is especially relevant in today's globalized world.
Prospects for further scientific developments lie in an in-depth study of the integration of the latest technologies into marketing strategies in times of crisis, as well as the study of the long-term effects of businesses adapting to changes in the digital environment, which will allow creating new business development models based on digital platforms.
References
Verma, S., and D. G. K. Dixit. "The Future of E-commerce: Trends, Challenges, and Opportunities". International Journal for Research in Applied Science and Engineering Technology, vol. 11, no. 7, 2023, pp. 934–937, https://doi.org/10.22214/ijraset.2023.54758.
Bruce, E., Zhao, S., Egala, S.B, Godson, K., and M. Yegenmuradov. "Social Media and Its Connection to Business Performance–A Literature Review." American Journal of Industrial and Business Management, vol. 12, no. 05, 2022, pp. 877–893, https://doi.org/10.4236/ajibm.2022.125045.
Grechanyk, O., Khlebnikov,a T., and O. Temchenko. "DIGITAL marketing as a tool for anti-crisis development of enterprises. Economy and Society", no. 43, 2022, https://doi.org/10.32782/2524-0072/2022-43-78.
Hryhorchuk, T., and D.Petrovchan. "Application of digital marketing in crisis conditions of the environment." Market Infrastructure, no. 60, 2021, https://doi.org/10.32843/infrastruct60-12.
Klimovych, O. "The impact of digital marketing on the strategies and challenges of modern business in Ukraine". Economy and Society. no. 63. 2024, https://doi.org/10.32782/2524-0072/2024-63-18
Zerkal A., and K.Balabukha. "The impact of digital marketing on the development of enterprises in wartime conditions". International scientific journal "Internauka". Series: "Economic Sciences", no. 11(67), 2022, https://doi.org/10.25313/2520-2294-2022-11-8431
Mandler, T., et al. "Guest editorial: International marketing perspectives on digital platforms and their ecosystems." International Marketing Review, vol. 41, no. 5, 2024, pp. 849–855, https://doi.org/10.1108/imr-09-2024-392.
Shankar, V., et al. "Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches." International Journal of Research in Marketing, 2021, https://doi.org/10.1016/j.ijresmar.2021.09.005.
Cham, T.-H., et al. "Digitalization and its impact on contemporary marketing strategies and practices. "Journal of Marketing Analytics, 2022, https://doi.org/10.1057/s41270-022-00167-6
Mitsa, V., and I. Lyakh. "Аpplication of digital entrepreneurship platforms in small and medium-sized businesses. "Actual Problems of Economics, 2023, pp. 6–11, https://doi.org/10.32752/1993-6788-2023-1-262-6-11.
Pysarevska, H., Kutsenko, T., and A. Martovitskiy. "Digital platforms in the economy: current trends and directions of development. "Ukrainian Journal of Applied Economics and Technology, vol. 8, no. 4, 2023, pp. 174–178, https://doi.org/10.36887/2415-8453-2023-4-27.
"Using data analytics to identify user needs and improve the product." Londonproduct, www.londonproduct.academy/post/vikoristannya-analitiki-danih-dlya-viznachennya-potreb-koristuvachiv-ta-vdoskonalennya-produktu. Accessed 04 Feb.2025.
Demchyna, D. "Digital Transformation in Ukraine: Trends and Challenges." Business Broker, 2024, business-broker.com.ua/blog/tsyfrova-transformatsiia-v-biznesi-kliuchovi-aspekty-ta-perevahy/ Accessed 04 Feb.2025.
Zdrenyk, V., Grod, A., Ocheretko, B., and V.Bohonskyi. "The impact of digital technologies on business development: transformation of business models and management of innovative projects." Economic Analysis, vol. 34. no. 2, 2024, https://doi.org/10.35774/econa2024.02.453
Bondarenko V., and O. Omelyanenko. "Digital marketing today: advantages and disadvantages.” Economy and society, no. 67, 2024, https://doi.org/10.32782/2524-0072/2024-67-3
"FAKT and social networks: how the portal interacts with the audience. "Portal about the city, kropyvnytskyi.kr.ua/fakt-u-sotsmrezhah-spilkuvannya-z-chytachamy/ Accessed 04Feb. 2025.
"The role of social networks in the promotion of commercial facilities: how the media influence the rental of business centers" Riabova.io, riabova.io/blog/rol-sotsialnyh-setej-v-populjarizatsii-kommercheskih-obektov-kak-media-vlijajut-na-arendu-biznes-tsentrov. Accessed 04Feb.2025.
Katrich, L. "What does internet marketing consist of: strategies, tools, trends". Sprava, sprava.ua/blog/z-chogo-skladaetysya-internet-marketing, Accessed 04 Feb.2025.
Melnyk, T. "Ukrainian Business in Wartime: Current State, Problems and Ways to Solve Them." Journal of Innovations and Sustainability, no.7(3), 2023, pp. 07, https://doi.org/10.51599/is.2023.07.03.07. Accessed 04Feb.2025.
Naumov, S. "How Ukrainian business survives during war.” Economic Truth, epravda.com.ua/columns/2023/03/06/697711/ Accessed 04Feb.2025.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution NonCommercial NoDerivs 4.0 Unported License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
