DIGITAL RESILIENCE: TRANSFORMATION OF MARKETING STRATEGIES OF UKRAINIAN BUSINESS

Abstract

Ukrainian business found itself in conditions of unprecedented challenges caused by military aggression, global economic instability and accelerated digitalization, which requires a fundamental transformation of marketing strategies, especially in the field of digital marketing and branding. Purpose of the study. To identify key areas and tools for transforming marketing strategies of Ukrainian business in conditions of global challenges, with a special focus on digital marketing and branding, as well as to formulate practical recommendations for their implementation. Research object. Processes of adaptation and transformation of marketing strategies of Ukrainian enterprises of various industries and scales of activity in conditions of multiple crisis phenomena of 2014-2025. Methods used in the study are system analysis, comparative analysis, benchmarking of international experience, analysis of cases of Ukrainian companies, statistical analysis of data from international consulting agencies and the State Statistics Service of Ukraine, predictive modeling of trends in marketing tools. Research hypothesis. Effective transformation of marketing strategies of Ukrainian businesses in crisis conditions requires a balanced combination of digital innovations and traditional approaches, with a special emphasis on the development of branding as a tool for ensuring the sustainability and competitiveness of the enterprise. Presentation of the main material of the study. The evolution of marketing tools for 1993-2024 is analyzed, a shift in focus from traditional methods to digital technologies is identified. Successful cases of adaptation of marketing strategies of Ukrainian companies (Rozetka, Nova Poshta, Monobank, Silpo, Epicenter) in wartime conditions are studied. Key trends in digital marketing are identified, including AI-based personalization, omnichannel, and socially responsible marketing. A forecast for the development of marketing tools until 2025 has been developed and the growing role of artificial intelligence, predictive analytics, and metaverse technologies in marketing strategies has been established. The originality and practical significance of the study. For the first time, a comprehensive approach to the transformation of marketing strategies in the face of multiple crisis phenomena has been proposed and a methodology for assessing the digital maturity of marketing functions of Ukrainian enterprises has been developed. The practical value lies in the development of a step-by-step model for the implementation of digital marketing tools, taking into account the level of company readiness and resource limitations. Conclusions and prospects for further research. Successful transformation of marketing strategies of Ukrainian businesses requires a balance between innovation and stability, technology and the human factor, global standards and local needs. Ten promising areas for further research are identified, including a methodology for assessing digital marketing maturity, the impact of martial law on consumer behavior, models of marketing adaptation in conditions of limited resources, the integration of artificial intelligence into marketing processes, and the transformation of branding strategies in the post-crisis period.