DIGITAL-MARKETING AS AN TOOL FOR ANTI-CRISIS DEVELOPMENT OF ENTERPRISES

Abstract

The article is devoted to the review of digital marketing technologies as the main tool for the development of enterprises in crisis conditions. The purpose of the study is to identify effective digital marketing tools that are appropriate and available for businesses operating in crisis. The relevance of the study is due to a number of economic crises faced by entrepreneurship in Ukraine, in particular the crisis of the Covid-19 pandemic, as well as the crisis caused by the war between Ukraine and Russia. To achieve the goal, the following tasks were performed in the research process, in particular: the importance of marketing in the anti-crisis management of the enterprise is shown; the peculiarities of digital development in Ukraine are determined; shows the main methods of digital marketing that can be used in crisis conditions; features of the use of various digital marketing methods and their expediency for the enterprise in crisis conditions are considered. Methodology and methods. In the course of the research, general scientific methods of cognition were used, which include critical analysis, synthesis of information, methods of induction and deduction. The results of the study showed that in the conditions of the crisis, the population of Ukraine is ready to use digital technologies by 60%. This means that the main part of business processes can be transferred to digital form. The use of digital marketing allows you to solve a number of important tasks in times of crisis, in particular: ensuring security, automation, communication, development, monitoring of the company's activities. A comparison of different digital marketing methods showed that in times of crisis, it is appropriate to use those tools that have a short-term effect, do not require a significant expenditure of resources and can be implemented in a short period of time. These include contextual advertising, social network marketing, and e-mail marketing. Scientific novelty is formed by the definition of special methods of digital marketing, appropriate for enterprises in crisis conditions. The practical significance of the research lies in the possibility of using its results in the process of building strategic and tactical plans for the development of the enterprise.