Issue: № 11, 2025
Doi: https://doi.org/10.37634/efp.2025.11.3
Introduction. The full-scale Russian invasion of Ukraine radically changed the economic environment and the behavior of enterprises and consumers. Digital marketing became not only a promotion tool, but a means of survival for companies facing disrupted logistics, destroyed infrastructure, the migration of customers and a general decline in purchasing power. The purpose of the paper is to analyze how Ukrainian enterprises transform digital marketing tools in wartime conditions, identify key challenges and determine the most effective strategies of adaptation. Results. Based on analytical reports, statistics and practical cases of Ukrainian companies, the research shows an increased use of social media marketing, targeted advertising, influencer marketing, marketplaces, CRM systems and chat-bots. Businesses shifted to fast content formats, humanitarian communication, geotargeting, safety-based messages and optimization of advertising budgets. The study summarizes the most effective digital tools during the war and evaluates their sustainability and return on investment. Conclusions. Wartime conditions forced Ukrainian companies to rethink their communication with consumers. The most adaptable enterprises moved to digital channels, automated sales and focused on personalized interaction. Digital marketing became a stabilizing tool that helped businesses retain customers, enter new markets and continue operations under uncertainty.
Keywords : digital marketing, wartime economy, consumer behavior, Ukrainian business, online promotion, advertising tools
References:
1. Ministry of Digital Transformation of Ukraine. Analytical reports on the development of the digital economy under martial law. Kyiv, 2023. (in Ukrainian).
2. Nielsen Ukraine. Consumer behavior research in 2023: analytical report. Kyiv, 2023. (in Ukrainian).
3. Kantar Ukraine. Changes in the advertising market under wartime conditions. Kyiv, 2023. (in Ukrainian).
4. Ukrainian Marketing Association. Analysis of digital advertising in Ukraine in 2022–2023. Kyiv, 2023. (in Ukrainian).
5. Hootsuite. Digital Report Ukraine 2023. Hootsuite Research, 2023.
6. Deloitte. The impact of war on European and Ukrainian e-commerce. Deloitte Insights, 2023.
7. McKinsey & Company. Digital transformation in emerging markets under crisis conditions. McKinsey Global Institute, 2022.
8. Kotler P., Kartajaya H., Setiawan I. Marketing 5.0: Technology for Humanity. Hoboken, 2021.
9. Chaffey D., Ellis-Chadwick F. Digital Marketing. 8th Edition. Harlow, 2022.
10. Statista. Digital advertising expenditure in Eastern Europe 2022–2023. Statista Research Department, 2023.