TO THE ISSUE OF THE IMPROVEMENT OFUKRAINIAN ENTREPRENEURIAL STRATEGIES:DIGITALMARKETING AS A MODERN TOOL FORPROMOTION OF GOODS AND SERVANTS INSOCIAL MEDIA

Abstract

The current state of the economy of Ukraine forces businesses to take measures toreduce the impact of existing factors of the changing environment on the activities ofthe enterprise, by reviewing the implemented marketing strategy. The article definesthe system characteristics inherent in the concept of “digital marketing”. The key factorsinfluencing the performance of a company that promotes goods (services) on socialnetworks are listed. Based on the results of the study, the feasibility of using digitalmarketing as a tool to promote goods and services on social networks is substantiated.The necessity of following the rules of promotion of goods (services) in social networksis given and substantiated, the obligatory consideration of which should be the basis forthe formation of business strategy of a business developing in a digital economy: omnichannel;identification of key performance indicators (KRIs); personalization; availabilityof online commerce on social networks digital digital marketing technologiesshould be comparable to the demands and needs of the target audience; consumerexperience vs influencer advice. The list of key performance indicators (KPIs) thatshould be monitored and used by marketers when promoting goods (services) on socialnetworks is proposed to consider the following indicators. Depending on the type ofbusiness and target audience, a set of models that marketers use when building communicationstrategies is defined. The mechanism of development and implementationof the strategy of integrated digital marketing communications is built. Based on theallocation of system characteristics and digital marketing tools, following the outlinedrules of promotion of goods (services) in social networks, he is able to implement theprocedure of translating management strategy into a regular process. To do this, it isnecessary to build a model of a coherent digital marketing strategy and communicationstrategy. As a result, this will affect the effectiveness of the strategy of integrated digitalmarketing communications.