DIGITAL MARKETING AS A TOOL FOR DEVELOPING ANTI-CRISIS PROGRAM FOR AN ENTERPRISE

Abstract

The primary goal of this study is to summarize and analyze current research on anti-crisis programs and management models. Global crises since 2019 have significantly reshaped business operations, and their effects are still ongoing. In Ukraine, these challenges have deepened due to the full-scale war, causing serious economic disruptions and an urgent need for stronger crisis management support. Restrictions on physical retail accelerated the shift to online shopping, highlighting the need for businesses to adapt quickly and ensure recovery. These changes emphasized the importance of flexibility, digital transformation, and continuity through alternative operational channels. A widely recognized model is the crisis management framework by Christine Pearson and Judith Clair (1998), which outlines stages of preparation, prevention, response, and recovery. Since then, various models have emerged, combining preventive and reactive strategies to enhance resilience and help businesses identify risks, plan ahead, and adapt to uncertainty. A practical tool for implementing anti-crisis programs is online marketing. It includes corporate websites, e-commerce platforms, SEO, search marketing, online advertising, and email campaigns. These tools help businesses maintain visibility, reach target audiences, and deliver value when traditional channels are disrupted. Online marketing offers benefits such as global reach, brand visibility, two-way communication, market monitoring, and cost-effectiveness. However, it also presents challenges: growing competition, AI integration, and constant changes in search algorithms. To remain competitive, businesses must invest in digital literacy, content optimization, and platform adaptability. In this context, online marketing becomes not just a promotional tool but a strategic element of organizational resilience. Amid ongoing crises and martial law, a resilient crisis management model supported by online marketing is vital for sustainable growth and effective business recovery.