IMPACT OF DIGITAL MARKETING ON THE ENTERPRISES` DEVELOPMENT IN WARTIME CONDITIONS

Abstract

The article notes the influence of digital marketing on the activity and development of enterprises in wartime conditions. The main social, political and economic studies of the armed conflict on the activities of enterprises have been determined. The conditions for the survival of Ukrainian enterprises on the market during the war have been determined. The influence of digital and mobile technologies on the sale of goods and services of enterprises during the war is proven. The potential of promoting goods and services of enterprises in Ukraine has been determined. It was revealed that while there is a conflict, the usual concepts of marketing products will be complicated, mainly due to the violation of the principle of competitiveness. It is considered that the use of digital marketing tools allows enterprises to sell goods quite successfully with the help of online stores, social networks and mobile applications, even in conditions of limited sales channels. The specifics of consumer demand were analyzed and it was found that life in wartime costs quite differently, becomes less predictable and more valuable to households, and the demand for luxury is significantly reduced. It has been noted that countries involved in armed conflicts may change the direction of their manufactured goods and focus their efforts on wartime production, such as weapons or uniforms. It has been proven that the ease and low cost of Internet marketing, in line with conventional advertising, allows enterprises of all sectors of the economy to more effectively reach their target audience, even in wartime conditions. It has been found that wartime marketers have only that there are difficulties in communication and distribution, and that, in the aftermath of war, people have become concerned only with their lives and safety. Consumer behavior is changing and becoming more unpredictable. This is another characteristic of the market in times of conflict, consumers and customers are more likely to focus on those goods that are life-giving, so those who correspond to the marketing strategy and activities must try to find a way to adapt to these new means in a way to be successful. even in times of crisis and conflict. It is noted that overcoming the problems of damaged infrastructure costs a significant effort for the marketer, who must be able to correctly offer goods and services using digital marketing, then there are many obstacles and difficulties with delivery.