Trends in the Development of Modern Marketing in Ukraine
Authors:   State Biotechnological University, Olinichenko Kateryna S. , Chmil Hanna L. ,   State Biotechnological University, Bubenets Iryna H. ,   State Biotechnological University
Published: December 2024

The aim of the article is to determine the modern marketing actions of Ukrainian enterprises under the influence of global marketing trends, as well as the peculiarities of today (the COVID-19 pandemic and the full-scale military aggression of the russian federation). As a result of the study, it is found that modern marketing in Ukraine has several key characteristics that reflect general global trends adapted to the Ukrainian context. Online sales and marketing have become the main channel for many Ukrainian businesses, especially in the wake of the COVID-19 pandemic. Many companies have moved their business to an online environment, actively using social networks, contextual advertising (Google Ads, Facebook Ads) and other digital tools. Marketplaces like Rozetka, Prom.ua, and OLX have become important platforms for e-commerce and marketing. They provide businesses with the ability to quickly enter the market and access a large audience. Instagram, Facebook, TikTok have become important channels for promoting brands, especially among young people. Ukrainian companies actively use these platforms to interact with customers through visual content, stories, videos, and other formats. Influencers play an important role in promoting goods and services. Collaborations with bloggers, celebrities, and media figures are an effective strategy for attracting new audiences. A special role is now given to micro-influencers, they allow you to be in close contact with the target audience and give timely answers when communicating online. Ukrainian consumers value localized content that takes into account their cultural context. This is manifested in the use of the Ukrainian language, the adaptation of marketing campaigns to Ukrainian holidays and events, as well as in the support of national identity through patriotic content. After 2022, there has been a noticeable shift in emphasis to support local producers and pro-Ukrainian brand campaigns. More and more brands in Ukraine have begun to engage in socially responsible marketing. Support for charitable initiatives, environmental campaigns, and social projects have become important elements of the strategy of many companies, especially against the backdrop of the ongoing war. Brands use their marketing communication to support volunteering, humanitarian initiatives, and philanthropy. Due to the military hostilities and economic instability, many Ukrainian companies were forced to adapt their marketing strategies to the new realities. This includes cutting back on advertising budgets, focusing on customer retention, and finding new formats for communication. Flexibility and innovation have become key factors in business survival, and the marketing actions of enterprises are actively changing depending on the current circumstances. Modern marketing in Ukraine is developing rapidly, responding to the challenges of the time. Global trends are adapting to local conditions, and Ukrainian companies are demonstrating flexibility and innovation in their marketing activities. The war has significantly changed the emphasis, in particular, on supporting national initiatives, social responsibility, and content localization, which makes Ukrainian marketing unique and competitive.