THE IMPACT OF DIGITAL MARKETING ON ENTREPRENEURIAL DEVELOPMENT IN A WAR ENVIRONMENT

Abstract

The article is devoted to the study of the digital marketing impact on entrepreneurship development under conditions of war. The aim of the study is to consider the way of entrepreneurship development in conditions of war by means of digital marketing, using innovative tools and market opportunities. To achieve the goal in the course of the study the following tasks are performed: the dynamics of the digital technology use in Ukraine is defined; the essence of digital marketing and its main types are shown; the basic principles of digital marketing during war are developed; the advantages of using digital marketing for entrepreneurship in war conditions are systematized; the possibilities of entrepreneurship development in war conditions using digital marketing are considered; the practical experience of applying innovative marketing. In order to conduct the study, general scientific methods of knowledge are used. In particular, a critical analysis of the scientific literature on the topic of research, systematization of data on the application of digital marketing for the development of entrepreneurship, inductive and deductive methods that allow determining the features of digital marketing in war conditions. According to research results it is shown that the Ukrainian market of digital marketing has all preconditions for positive development in the conditions of war, as in the conditions of sharply sliding market the population demands fast offers from business. The use of digital marketing allows to interact more quickly with customers and generate targeted (more effective sales). In addition, the use of digital marketing saves a business money, searches for new markets and customers, and builds a perfect customer interaction that will produce repeat customers as a result. The development of digital marketing is also stimulated by international organizations and even corporate businesses, which makes additional abilities. All this creates a set of capabilities as a result, allowing to maintain the economy during the war and rebuild it in the post-war period by stimulating entrepreneurship. The practical significance of the study lies in the possibility of applying the main provisions in the construction of enterprise marketing strategies and the post-war reconstruction of the state.