CURRENT CHALLENGES AND PROSPECTS FOR THE DEVELOPMENT OF DIGITAL MARKETING IN UKRAINE

Abstract

The article systematizes the current challenges of digital marketing
development in Ukraine under wartime and macroeconomic instability, rapidly changing consumer
behavior, growing platform dependence, and the shift toward data-driven marketing.
It is substantiated that the performance of digital communications depends not only on advertising
investment but also on analytical maturity, first-party data quality, the ability to combine paid,
owned, and partner channels, and the speed of adapting content to the social context. An integral
digital marketing efficiency index combining financial, customer, process, and resilience metrics is
proposed.
A matrix of key challenges and strategic development priorities for 2026–2030 is developed.
Scenario modeling indicates that the innovative trajectory has the highest potential; it combines
human-controlled artificial intelligence, end-to-end analytics, a privacy-first approach, localized
content, omnichannel interaction, and digital resilience. The proposed framework can be used to
audit digital maturity and prioritize marketing investments of Ukrainian enterprises.
Keywords: digital marketing, marketing communications, artificial intelligence, data analytics,
omnichannel marketing, personalization, privacy-first, ROMI, customer experience, digital
resilience.

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