Digital marketing issues in conditions of globalisation

Koliushko Anastasiia
Bachelor of Science (073 "Management"), V. N. Karazin Kharkiv National University, Kharkiv, E-mail: adkoliusko@gmail.comm, ORCID ID: https://orcid.org/0009-0006-4288-3675

Dyachek Vitalii
PhD, Associate Professor at the Department of Administration and Economics of Educational and research institute “Karazin Business School”, V. N. Karazin Kharkiv National University, Kharkiv, E-mail: v.v.diachek@karazin.ua, ORCID ID: https://orcid.org/0000-0003-3542-5669

Cite this article:

Koliushko A., Dyachek V. (2023) Digital marketing issues in conditions of globalisation. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Problemy tsyfrovoho marketynhu v umovakh hlobalizatsii; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 10 (311), pp. 93-98.

Abstract

Every day, the modern world covers a lot of events that affect business: sales, advertising effectiveness, audience loyalty, availability of innovations, etc. These are the consequences of globalization. The further humanity develops, the more dependent all spheres of life become on each other. Therefore, digital marketing is a common tool for informing consumers, which has also been affected by globalization. Moreover, marketing globalisation has reached the point where local issues matter. The main problem and, at the same time, the advantage of digital marketing is its reach - specific marketing activities can be seen in every corner of the planet. One of the main goals of marketers is to quickly adapt to changes and adapt content based on information events in the local and global space. Unfortunately, many companies still consider digital marketing only within the scope of their business activities, which reduces its effectiveness and has negative consequences, such as, for example, a decrease in customer loyalty and subsequently sales. To avoid this, it is necessary to analyse the current problems of digital marketing in the context of globalization. This article discusses the essence, main channels, ways to evaluate the effectiveness and current trends of digital marketing, analyses the impact of martial law in Ukraine on digital marketing of Ukrainian businesses and global brands, and provides relevant cases on the topic. The article analyses the relevant works of domestic and foreign scholars who have studied various aspects of digital marketing. The purpose of the article is to determine the impact of local events on the result of marketing activities and to provide practical recommendations for adapting digital marketing of enterprises. The methods used were induction and deduction, analysis and synthesis, generalization and comparison, and case method.

Keywords

digital marketing, globalization, digital marketing efficiency, digital marketing trends.

JEL classification: M310; DOI: 10.32680/2409-9260-2023-10-311-93-98

UD classification: 658.8 : 339.1

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