DIGITAL-МАРКЕТИНГ НА ЄВРОПЕЙСЬКОМУ РИНКУ: ВИКЛИКИ ВНАСЛІДОК ВІЙНИ В УКРАЇНІ

Abstract

The purpose of the article is to characterize the features of Digital marketing in the European market. Europe has been proven to be home to some of the world's advanced economies where consumers are eager to embrace digital technology. It has been established that digital marketing in the European market is characterized by its sophisticated integration of technology, analytics and cultural diversity, targeting a wide range of consumers from different countries. The key features of modern digital marketing in the European market are highlighted. The most significant advantages of digital marketing in wartime conditions have been identified. Digital marketing has been proven to have transformational potential for the European market, particularly due to its ability to target consumers across a diverse and expansive region. The digitalization trend is not temporary, but rather indicates a permanent change in the way consumers interact with brands. Companies that leverage the power of digital marketing can engage with customers in real time, personalize their marketing messages, and track the performance of their campaigns with precision, optimizing their marketing strategies and improving marketing investments. In addition, increasing competition in the European market is forcing companies to adopt digital marketing strategies. As more companies go digital, the market environment is becoming highly competitive. Digital marketing provides the tools for companies to stand out, more accurately target their audience, and create engagement through innovative and interactive content. Continuous innovations in digital marketing technologies, such as artificial intelligence, are also improving the efficiency and effectiveness of marketing campaigns, making digital marketing not just relevant but essential for success in today’s European market. Digital marketing in Europe places a heavy emphasis on compliance with data protection laws, ensuring that all marketing practices meet strict privacy standards, which in turn influences the tools and strategies that marketers can use.