# 1 10-15 View full article

УДК 339.138:004

DOI: https://doi.org/10.36887/2415-8453-2026-2-1

Nitsenko Vitalii,
Doctor of Economics, Professor, Professor of the Department of Entrepreneurship and Marketing, Institute of Economics and Management,
Ivano-Frankivsk National Technical Oil and Gas University, Ivano-Frankivsk, Ukraine,
http://orcid.org/0000-0002-2185-0341
Gerasymchuk Nataliia,
Doctor of Economics, Professor, Professor of the Department of Marketing,
Poltava State Agrarian University, Poltava, Ukraine,
http://orcid.org/0000-0002-3931-5320
Mazur Yuliia,
PhD (Econ), Associate Professor, Associate Professor of the Department of Business Management
of the Educational and Scientific Institute of Management,
Economics and Business of the Interregional Academy of Personnel Management, Kiev, Ukraine,
http://orcid.org/0000-0002-4728-4640
Dengub Valentyna,
PhD. (Econ), Associate Professor, Associate Professor of the Department of Economics,
Law and Business Management Odesa National Economic University, Odesa, Ukraine,
http://orcid.org/0009-0008-0253-9065
Kulhanik Oksana,
PhD in Economics, Associate Professor, Associate Professor of the Department of Innovative Economics and Digital Technologies,
Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine,
http://orcid.org/0000-0003-2276-1161

JEL classification: M31, L81, O33

The purpose of this paper is to comprehensively investigate transformational processes in marketing activities of Ukrainian enterprises under digitalization influence, to identify key directions for applying digital marketing tools and systematize main opportunities and obstacles on the path to implementing modern digital strategies, and to formulate practical recommendations for successful marketing digital transformation in a dynamic economic environment. The study employs methods of systems analysis, structural-functional and comparative analysis, classification and generalization, and tabular presentation of results. It is established that digital marketing transformation in Ukraine is a critical factor in maintaining competitive positions in globalized markets and entails a fundamental rethinking of traditional marketing practices and the creation of integrated, multichannel customer experiences. The study finds that Ukrainian enterprises demonstrate significant progress in digitalization: growth in internet penetration, rapid expansion of online commerce, dominance of digital payments, and prevalence of mobile service access. Five leading digital marketing tools are systematized – social media marketing, content marketing, search engine optimization, email marketing, and mobile marketing – with adoption levels, key platforms, and efficiency indicators defined for each. Five groups of systemic barriers are classified as: infrastructure limitations, financial constraints for small and medium businesses, shortage of qualified specialists, geopolitical challenges, and complicated access to global platforms. Five strategic advantages of digitalization are substantiated: improved customer engagement, reduced marketing costs, expanded geographical reach, increased decision accuracy, and quality lead generation growth. The integration of artificial intelligence-based solutions and the establishment of Ukraine as a leading digital marketing innovation center in Eastern Europe are projected.

Keywords: digitalization, digital marketing, marketing tools, e-commerce, social networks, mobile marketing, search engine optimization, marketing automation, customer experience, digital transformation.

Rеferences

  1. Nehovs’ka, Yu.M., Nitsenko, V.S., Ponomar’ova, M.S. (2023). Formuvannia osnovnykh zasad bezpeky marketynhovoi diial’nosti mizhnarodnykh ahroekolohichnykh pidpryiemstv. Marketynh u pidpryiemnytstvi, birzhovij diial’nosti ta torhivli v smart-suspil’stvi: upravlins’kyj, innovatsijnyj ta metodychnyj vymiry. [Formation of the basic principles of security of marketing activities of international agroecological enterprises. Marketing in entrepreneurship, stock exchange activities and trade in a smart society: managerial, innovative and methodological dimensions]. Vydavets’ Koshovyj B.-P.O. L’viv. Ukraine. DOI: http://dx.doi.org/10.5281/zenodo.7855219.
  2. Nitsenko, V.S. (2016). «WEB-site as a marketing tool and a source of information about the company in the agricultural market». Marketynhove zabezpechennia produktovoho rynku. [WEB-sajt iak instrument marketynhu ta dzherelo informatsii pro kompaniiu na ahrarnomu rynku]. Proceeding of the Materials of the VIII Mizhnarodnoi naukovo-praktychnoi konferentsii. PDAA. Poltava.
  3. Nitsenko, V.S., Tsukanov, O.Yu. (2016). «WEB-site as a source of information about the company». Marketynh i tsyfrovi tekhnolohii. [WEB-sajt iak dzherelo informatsii pro kompaniiu]. Proceeding of the Materials of the II Mizhnar. nauk.-prakt. konf. TES. Odesa.
  4. Bilous’ko, T. (2023). «Digitalization of marketing activities of the enterprise». Ekonomika ta suspil’stvo. № 52. рр. 76–82. DOI: https://doi.org/10.32782/2524-0072/2023-52-76.
  5. Bubenets’, I., Olinichenko, K., Khrystenko, S. (2025). «Marketing activities of enterprises in the conditions of digitalization: a practical aspect». Problemy suchasnykh transformatsij. Seriia: ekonomika ta upravlinnia. № 17. DOI: https://doi.org/10.54929/2786-5738-2025-17-04-08.
  6. Ostapenko, R., Polyvana, L., Mazorenko, M. (2025). «The role of digital projects in the transformation of accounting and analysis of financial data». Via Economica. № 9. рр. 62–70. DOI: https://doi.org/10.32782/2786-8559/2025-9-9.
  7. Nitsenko, V.S., Ostapenko, R.M. (2020). «Modern transformation of marketing tools in the digital economy». Marketynh KhKhI stolittia: vyklyky zmin. [Suchasna transformatsiia marketynhovykh instrumentiv v umovakh tsyfrovoi ekonomiky]. Proceeding of the Materials of the Mizhnarodnoi naukovo-praktychnoi konferentsii, prysviachenoi 25-richchiu zasnuvannia kafedry marketynhu i komertsijnoi diial’nosti. KhDUKhT. Kharkiv. Ukraine. Available at: https://repo.btu.kharkiv.ua/server/api/core/bitstreams/a52b709b-646b-4949-84fc-708dddbf3358/content.
  8. Kniazieva, T., Peresun’ko, M., Halushko, A. (2025). «Digital transformations in the marketing activities of the company». Ekonomika ta suspil’stvo. № 72. DOI: https://doi.org/10.32782/2524-0072/2025-72-23.
  9. Nemish, Yu. (2022). «Modern trends in the development of marketing activities of enterprises in the context of digital transformations». Ekonomika ta suspil’stvo. № 40. DOI: https://doi.org/10.32782/2524-0072/2022-40-48.
  10. Nitsenko, V.S., Mykhajlova, M.V. (2018). «Marketing planning in industrial enterprises». Aktual’ni problemy ta perspektyvy rozvytku Ukrainy v haluzi upravlinnia ta administruvannia: initsiatyvy molodi. [Marketynhove planuvannia v promyslovykh pidpryiemstvakh]. Proceeding of the Materials of the Mizhnar. nauk.-prakt. internet-konf. KhDUKhT. Kharkiv. Ukraine. Available at: http://www.hduht.edu.ua/index.php/uk/nauka/conf/1635-conf-17-5-18.
  11. Olyfirenko, Yu., Olyfirenko, I., Bilanenko, O. (2024). «Directions of transformation of marketing strategies of enterprises in conditions of digitalization». Problemy i perspektyvy ekonomiky ta upravlinnia. № 1 (37). рр. 45–61. DOI: https://doi.org/10.25140/2411-5215-2024-1(37)-45-61.
  12. Kakurinov, K., Chernikova, N., Dolyna, R. (2024). «Digital technologies in management of marketing activities of the enterprise». Visnyk Poltavs’koho derzhavnoho ahrarnoho universytetu. Seriia «Ekonomika, upravlinnia ta finansy». № 2. рр. 36-43. DOI: https://doi.org/10.32782/pdau.eco.2024.2.5.
  13. Yukhymenko, P., Herasymenko, I. (2024). «The influence of the digital ecosystem on the formation of the marketing concept of the enterprise». Ekonomika ta suspil’stvo. № 68. DOI: https://doi.org/10.32782/2524-0072/2024-68-97.
  14. Vovk, V., Havryl’chenko, O., Cherkas’kyj, O. (2025). «The impact of digitalization on the formation of marketing strategies of enterprises: the use of digital tools». Ekonomika ta suspil’stvo. № 72. DOI: https://doi.org/10.32782/2524-0072/2025-72-1.
  15. Pustovojt, O. (2025). «Digital economy of Ukraine: some approaches to measurement and analysis». Ekonomika Ukrainy. № 68(8(765). рр. 3–25. DOI: https://doi.org/10.15407/economyukr.2025.08.003.
  16. Vyhovs’ka, V., Sholud’ko, V., Balyts’ka, M. (2025). Derzhavna tsyfrova transformatsiia: analiz za 2019-2024 roky. [State digital transformation: analysis for 2019-2024]. Voks Ukraina. Available at: https://voxukraine.org/derzhavna-tsyfrova-transformatsiya-analiz-za-2019-2024-roky.
  17. Polischuk, Ya. (2025). Obsiah rynku digital-reklamy za 2024 rik — doslidzhennia IAB Ukraina v partnerstvi z Inweb. [Digital advertising market volume for 2024 — IAB Ukraine research in partnership with Inweb]. Media Inweb. Available at: https://surli.cc/inrrpv.
  18. Bajdachenko, A. (2024). Trendbook 2024. IAB Ukraine. [Trendbook 2024]. Available at: https://iab.com.ua/wp-content/uploads/2024/04/Trendbook_IAB_2024-1.pdf.
  19. Sukhorukova, H. (2025). Reklamno-komunikatsijnyj rynok Ukrainy: pidsumky 2024 i prohnoz na 2025 rik. [Advertising and communication market of Ukraine: results of 2024 and forecast for 2025]. Kyivstar Business Hub. Available at: https://hub.kyivstar.ua/articles/reklamno-komunikaczijnij-rinok-ukrayini-pidsumki-2024-i-prognoz-na-2025-rik.
  20. Nitsenko, V.S., Tsukanov, O.Yu. (2014). «Marketing strategies for the growth of vertically integrated structures». Marketynh i tsyfrovi tekhnolohii. [Marketynhovi stratehii rostu vertykal’no-intehrovanykh struktur]. Proceeding of the Materials of the I Mizhnar. nauk.-prakt. konf. TES. Odesa.
  21. Suvorova, S., Karpenko, Yu. (2023). «The impact of digital marketing on increasing the competitiveness of domestic business». Ekonomichnyj prostir. № 184. рр. 164-168. DOI: https://doi.org/10.32782/2224-6282/184-29.
  22. (2024). OECD. Enhancing Resilience by Boosting Digital Business Transformation in Ukraine. Paris. Available at: https://www.oecd.org/en/publications/enhancing-resilience-by-boosting-digital-business-transformation-in-ukraine_4b13b0bb-en.

The article was received 31.05.2026

Quote article, APA style

Nitsenko V. , Gerasymchuk N. , Mazur Y. , Dengub V. , Kulhanik O. 31.05.2026. Digitization of marketing activities of enterprises in the conditions of the modern economy. Ukrainian Journal of Applied Economics and Technology. 2026. №2. 10-15 pp. https://doi.org/10.36887/2415-8453-2026-2-1

Quote article, MLA style

Nitsenko V. , Gerasymchuk N. , Mazur Y. , Dengub V. , Kulhanik O. Digitization of marketing activities of enterprises in the conditions of the modern economy. Ukrainian Journal of Applied Economics and Technology. 31.05.2026. https://doi.org/10.36887/2415-8453-2026-2-1