Digital Marketing Communications in Ukraine in the Consumer Readiness Dimension
Authors:   National University «Lvivska Polytechnika», Hlinenko Larysa , Daynovskyy Yurii ,   Lviv University of Trade and Economics
Published: June 2022

The aim of the article. The purpose of the article is to identify new trends in the development of digital marketing communications, related to the readiness of ordinary consumers to perceive and use appropriate communication channels and tools. Analyses results. It has been shown that the world has been split into poles of the most and the least «Internetized» countries and Ukraine with its constantly increasing share of Internet users, especially among young people, is at a quite high level in this respect. Most Ukrainians use the Internet every day or almost every day; gradual improvements in the digital skills of the population have been observed. Internet access is more often done from home, and the global trend, characteristic also for Ukraine, is the predominant use of smartphones for this purpose. The COVID pandemic had a great impact on the intensity of Internet communication, it was during this period that most Ukrainians tried out some Internet options for the first time, and began to buy goods and services online more often. It has been proved that the feasibility and intensity of Internet communications depends directly on the user's digital skills, the improvement of which is of equal interest to both users and businesses that promote their products and services to the market. It has been found that possessing certain knowledge in the field of Internet communications becomes a factor of relevance for further professional development in the same field. To assess the availability of digital skills of the Ukrainian population, four areas of these skills have been identified: information, communication, problem-solving and digital content creation skills. The level of the Ukrainian population's mastery of certain digital skills was analysed. It was found that while the level of communication and information skills was «higher than basic» for the majority of the population, the share of consumers with such skills appeared to be much lower for solving life problems and creating digital content; young people outstripped all the population of Ukraine in mastering each type of digital skills. Types of digital channels that are or could be used as communication marketing channels are identified. The problem of the security level impact of particular Internet transactions on their distribution as well as the difference in security issues between young people and all citizens of Ukraine have been considered. It has been found that young people are far more likely to buy online computer equipment, films and music, games, software, books, and online learning materials. At the same time, adult consumers more often buy online household goods and medicines, order transport tickets and make regular payments. The reasons counteracting general trends in the growth of digital marketing, such as the desire of consumers to see and choose goods face-to-face, misgivings over procedures of shipping, collecting or returning the goods, refunding, payment security, privacy, lack of appropriate skills among consumers and poor implementation of payment cards are highlighted. A list of the basic and professional courses most desired by consumers has been outlined. Completion of these courses would not only give consumers the freedom of using all the communication possibilities offered by modern digital technologies, but also provide them with the chance to start their own business and market it by means of the Internet. Conclusions and directions for further research. In order to improve the efficiency of digital communication channels, a two-way approach has been found to be appropriate. On the one hand, it is necessary to improve not only the quality of the communication messages themselves and the way they are shared electronically, but also all the activities that ensure the finalisation of the buying and selling acts, including the goods shipment and the way services are received, the payment procedures, their security, and the elimination or minimisation of all kinds of risks. On the other hand, for greater consumer involvement in digital business processes, attention should be paid to developing the digital skills of ordinary citizens to provide for their more active participation as buyers in e-commerce, starting with the basics of using digital devices and ending with options for their own participation in e-business implementation or the performance of particular business functions. The necessity of continuous monitoring the state and dynamics of digital business for adequate understanding of the trends of its development and timely response to them is indicated. In particular, it is important to track the difference in the behaviour of young people and older age groups in digital marketing communications, as this difference can be the basis for predicting changes in e-business under the influence of the natural aging of the population. As Ukraine's digital economy has a slight lag in relation to the development of this sphere in the leading countries of the world, it is advisable to use the relevant lag in making forecasts based on analogy with transferring the already occurring in these countries trends to Ukraine