Issue: № 10, 2025
Doi: https://doi.org/10.37634/efp.2025.10.2
Introduction. In today's environment of fierce competition and dynamic market development, marketing plays a key role in ensuring the stable operation and strategic development of a company. It not only shapes demand for products or services, but also helps build long-term relationships with customers, strengthen brand positioning, and adapt to changes in the external environment. The modern marketing approaches, strategies and tools used by Ukrainian companies in their export and import operations have changed significantly in recent years, influenced by both global and specific factors. In addition, the development of digital technologies has become the main driver of transformation in Ukraine and around the world. The purpose of the paper is to identify and systematize modern digital marketing tools, as well as to formulate practical recommendations for their implementation in enterprises in the context of export and import operations. Results. Based on the research conducted, it was found that the most significant impact on the effectiveness of marketing activities in the implementation of export-import operations is the digital presence of the enterprise. In view of this, the optimal approach is to implement a comprehensive project that provides for the development of a digital presence based on the phased implementation of digital marketing tools, which will include the development of a corporate website, the introduction of e-mail marketing systems, contextual advertising, the creation of a chatbot for customer support, as well as research into the possibilities of applying AR/VR technologies. The recommended system for using these tools involves a comprehensive, interconnected approach to communicating with potential customers through digital channels, which makes it possible to effectively reach various target audiences, increase consumer engagement, build long-term relationships with partners, and strengthen the company's brand image in foreign markets. Conclusion. Developing a digital presence through the phased implementation of digital marketing tools will increase audience reach, reduce customer acquisition costs, shorten order processing times and, as a result, improve the overall efficiency of export and import operations. In the long run, this will lay the groundwork for steady profit growth and improved competitiveness in the international market.
Keywords : digitalization, digital marketing, marketing tools, digital presence, export and import operations
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