PROBLEMS OF INTRODUCING DIGITAL TECHNOLOGIES INTO THE MARKETING ACTIVITIES OF UKRAINIAN COMPANIES

DOI: 10.31673/2415-8089.2024.010101

Abstract

The article examines the relevance and demand of digital technologies in the marketing activities of Ukrainian companies. The main marketing trends of digital technologies and modern problems of their implementation in the practice of Ukrainian companies have been determined. It is substantiated that the use of artificial intelligence and machine learning technology will stimulate the creativity of marketing, which will increase its effectiveness, however, the problem of implementation in the practice of Ukrainian marketing is that it requires significant financial investments and the corresponding personnel potential. Capturing video marketing opportunities requires marketers to have the right skills to create charismatic video content that appeals to audiences. The statistics of the development and spread of social networks are presented, the importance of social media and the prospects of attracting Ukrainian companies to the most promising TikTok platform are substantiated. The general trend towards personalization of marketing is shown, increasing the importance of creating an individual experience for each consumer, who needs the appropriate competencies of analytical work, and the involvement of specialists in programmatic advertising. It is recommended that Ukrainian companies implement interactive videos that increase interaction and consumer engagement. The existence of problems of adaptation of SEO strategies in the context of optimization for voice search is substantiated. It was emphasized that one of the key problems of the implementation of digital technologies in marketing activities remains the privacy of consumers. The key competencies that modern specialists - marketers must possess are highlighted: creative thinking and creative abilities, understanding artificial intelligence, social media channels, being able to conduct analytics and monitor the channel's audience, ranking social applications from marketing practices, applying "drip marketing", "Lead Nurturing ", which requires communication, analytical and strategic thinking, to compile and interpret the dynamics of marketing channels, to build emotionally attractive visual and interactive content.

Keywords: digital technologies, marketing activities, consumer, video marketing, content marketing, programmatic advertising, marketing personalization, social networks, voice search, data privacy.

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