Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
The journal is indexed in the International Scientific Center of Index Copernicus International

Strategic aspects of digital business marketing in times of uncertainty

# 19 82-86 Download/view the full text of the article

УДК: 339.138:004.67

DOI: https://doi.org/10.36887/2524-0455-2025-4-19

Milcheva Viktoriia
PhD, Associate Professor, Associate Professor of the Department of Marketing, Entrepreneurship and Trade
Odesa National University of Technology
https://orcid.org/0000-0001-8285-8278
Ivanchenkova Larysa
Doctor of Science in Economics, Professor, Professor of the Department of Finance, Accounting and Audit
Odesa National University of Technology
https://orcid.org/0000-0002-8402-4637
Koriahin Oleksandr
Master
Kharkiv National University of Radio Electronics, Ukraine, Adhead Digital LLC, USA
https://orcid.org/0009-0000-8805-5353
Panasyuk Vyacheslav
Postgraduate student of the Department of Marketing, Entrepreneurship and Trade
Odesa National University of Technology
https://orcid.org/0009-0002-5801-4440
Antonyuk Yulia
Postgraduate student of the Department of Marketing, Entrepreneurship and Trade
Odesa National Technological University
https://orcid.org/0009-0009-9911-0165

The conditions of uncertainty caused by political, social, and economic challenges and upheavals highlight the importance of digital marketing tools, which are becoming a primary means of ensuring enterprise competitiveness. Thanks to this approach, opportunities arise for instant response to market fluctuations and changes in purchasing priorities. Various aspects of digital marketing have been examined in numerous works by domestic and international scientists. However, given the modern political, economic, and social challenges, these issues require constant attention and further analysis.

The paper substantiates and analyzes the strategic aspects of digital marketing in conditions of political and socio-economic uncertainty. The essence of the concept of digital marketing is formulated, highlighting the need to technologize the process of promoting goods in line with the requirements of the digital economy. A comparative analysis of traditional and digital marketing is conducted, and the features of its implementation in conditions of fierce competition are characterized. Significant advantages of digital marketing over conventional marketing include flexibility, accuracy, and the availability of results “here and now”. However, it emphasizes that enterprises must develop new competencies and technical knowledge and maintain continuous data monitoring. It is noted, however, that traditional marketing tools remain essential, especially for an adult audience and for building brand image. It has been proven that the need to apply modern marketing strategies, both for domestic and foreign enterprises, is becoming increasingly acute and is being scaled up to adapt businesses to the shocks and challenges of the modern world. A generalized structure of a digital marketing strategy is presented, demonstrating how its elements interact to form a holistic system and ensuring sustainable business development in conditions of uncertainty.

Keywords: business, digitalization, efficiency, competitiveness, effectiveness, strategies, digital marketing.

References.

  1. Bondarenko, V. M., & Omelianenko, O. V. (2024). Tsyfrovyi marketynh sohodennia: perevahy ta nedoliky [Digital marketing today: Advantages and disadvantages]. Ekonomika ta suspilstvo, vol. 67. https://doi.org/10.32782/2524-0072/2024-67-3.
  2. Dalyk, V., Prodeus, O., Fedoryha, Z., & Babii, S. (2023). Formuvannia stratehii tsyfrovoho marketynhu v umovakh vysokokonkurentnoho seredovyshcha [Formation of a digital marketing strategy in a highly competitive environment]. Akademichni vizii, vol. 19. https://doi.org/10.5281/zenodo.7952329.
  3. Klimovych, O. M. (2024). Vplyv tsyfrovoho marketynhu na stratehii ta vyklyky suchasnoho biznesu v Ukraini [Impact of digital marketing on strategies and challenges of modern business in Ukraine]. Ekonomika ta suspilstvo, vol. 63. https://doi.org/10.32782/2524-0072/2024-63-18.
  4. Matviiv, M. (2014). Formuvannia tsyfrovoho marketynhu pidpryiemstv [Formation of digital marketing of enterprises]. Efektyvnist derzhavnoho upravlinnia, vol. 41, pp. 252–261.
  5. Melnyk, O. H., & Ruda, M. V. (2024). Stratehichni aspekty tsyfrovoi transformatsii biznesu [Strategic aspects of digital business transformation]. Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia ta problemy rozvytku, no. 2 (12). https://doi.org/10.23939/smeu2024.02.196.
  6. Mytianska, A. (2022). Osoblyvosti stratehichnoho planuvannia diialnosti pidpryiemstv v umovakh tsyfrovizatsii [Features of strategic planning of enterprises under digitalization]. Materialy konferentsii MNL (25 November 2022, Khmelnytskyi), pp. 61–63. Available at: https://archive.liga.science/index.php/conference-proceedings/article/view/182.
  7. Nazarova, H. V., & Rudenko, V. O. (2021). Tsyfrova ekonomika: etymolohiia ta instytutsiina struktura [Digital economy: Etymology and institutional structure]. Konkurentospromozhnist ta innovatsii: problemy nauky ta praktyky, Proceedings of the International Scientific-Practical Online Conference (19 November 2021), p. 92. Kharkiv: FOP Liburkina L. M.
  8. Ruban, V. V. (2017). Tsyfrovyi marketynh: rol ta osoblyvosti vykorystannia [Digital marketing: Role and features of use]. Ekonomichnyi visnyk Zaporizkoi derzhavnoi inzhenernoi akademii, vol. 2–2 (08), pp. 20–25.

The article was received 25.08.2025

Quote article, APA style

Milcheva V. , Ivanchenkova L. , Koriahin O. , Panasyuk V. , Antonyuk Y. 25.08.2025. Strategic aspects of digital business marketing in times of uncertainty. Actual problems of innovative economy and law. 2025. №4. 82-86 pp. https://doi.org/10.36887/2524-0455-2025-4-19

Quote article, MLA style

Milcheva V. , Ivanchenkova L. , Koriahin O. , Panasyuk V. , Antonyuk Y. Strategic aspects of digital business marketing in times of uncertainty. Actual problems of innovative economy and law. 25.08.2025. https://doi.org/10.36887/2524-0455-2025-4-19