DIGITAL MARKETING AS A TOOL FOR INCREASING THE EFFICIENCY OF COMMERCIAL ACTIVITIES OF THE ENTERPRISE DURING WAR
Abstract
Traditional approaches to marketing have lost their relevance in the modern realities of Ukraine caused by the war, however, the limitation of solvent market demand in terms of quantity and value requires business entities to make radical changes in their marketing policy in order to maintain a stable volume of product sales, sales margins and profits. Taking into account the annual increase in the number of Internet users in Ukraine and the world, as well as the speed of development of mobile technologies, digital marketing as a tool for increasing the efficiency of the commercial activities of enterprises during the war requires detailed research. The purpose of the research is to develop proposals for the application of a multi-channel digital marketing strategy as a tool for improving the efficiency of commercial activities of enterprises during the war. The following methods were used to conduct the research: desk research (collection and study of existing reports, analytical documents, strategic documents, studies); method of analysis (the collected information was analyzed, structured and appropriately presented in the article). The article proposes the use by domestic enterprises of multi-channel access to the audience by implementing the See-Think-Do-Care marketing strategy. The main characteristics of the components of this marketing strategy and indicators of the effectiveness of digital marketing depending on the stages of the See-Think-Do-Care marketing strategy are highlighted. A conclusion was made about the importance of the application of the See-Think-Do-Care marketing strategy by domestic enterprises in wartime conditions, as it will contribute to the development of business in the country and beyond, will allow to increase the general recognition of the brand, trust in the company's products and the effectiveness of commercial activity during the war, and correctly defined indicators of its effectiveness will help in building a full-fledged digital marketing system.
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