The Marketing Strategy of Business in the Context of Digital Transformation
Malafeyev T. R., Misiura I. I., Pyvavar I. V., Lytvynenko O. D.

Malafeyev, Timur R. et al. (2026) “The Marketing Strategy of Business in the Context of Digital Transformation.” The Problems of Economy 2:217–231.
https://doi.org/10.32983/2222-0712-2026-2-217-231

Section: Economics and Enterprise Management

UDC 339.138:004

Abstract:
The relevance of the study is determined by the fact that the digital transformation of the modern economy is significantly changing approaches to business management and the formation of enterprise marketing strategies. The rapid development of digital platforms, artificial intelligence, big data, omnichannel communications, and automated management systems creates new conditions of competition in which the speed of interaction with consumers, content personalization, digital trust, and the ability of businesses to adapt quickly to market changes become decisive factors. For Ukrainian enterprises, the issue of transforming marketing strategies is particularly relevant under conditions of martial law, economic instability, business relocation, and changes in consumer behavior. Under such conditions, traditional marketing approaches are gradually losing their efficiency, creating the need for new strategic marketing models focused on digital flexibility, customer orientation, social responsibility, and the use of modern digital technologies. The aim of the article is to examine contemporary approaches to the formation of business marketing strategies in the context of digital transformation, to determine the role of digital technologies and artificial intelligence in the development of marketing communications, and to substantiate an innovative model of digital marketing resilience for Ukrainian enterprises operating under conditions of an unstable environment. The study employs methods of systemic, integrated, and process-based approaches, as well as methods of analysis and synthesis, comparison, generalization, elements of economic-statistical analysis, and case study analysis of contemporary Ukrainian business practices. The information base of the research consists of academic publications, analytical reports, statistical data, and the results of contemporary studies in the fields of digital marketing, e-commerce, AI marketing, and business digital transformation for the period 2022–2026. The study examines the impact of digital technologies, omnichannel platforms, big data, AI-driven personalization, CRM systems, customer journey 360°, and socially responsible marketing on the effectiveness of enterprise marketing activities. The results of the study identify the key directions of marketing strategy transformation in the digital environment and determine the specific features of Ukrainian business adaptation to wartime conditions and high market instability. It was found that the digitalization of marketing activities contributes to increasing the speed of managerial decision-making, the personalization of consumer interaction, the development of omnichannel communications, and the strengthening of enterprises’ competitive advantages. The study found that the highest efficiency is achieved through the comprehensive integration of AI technologies, data analytics, digital platforms, and socially responsible branding into a unified system of strategic marketing management. It has been proved that, under modern conditions, business competitiveness largely depends on the level of digital flexibility, the adaptability of marketing strategies, and the ability to build consumer trust within the digital environment. The scientific novelty of the research lies in the improvement of the model of digital marketing resilience, which is based on the interaction of four key components: Resilience (adaptability and anti-crisis resilience), Relevance (relevance through personalization), Responsibility (brand social responsibility), and Reinvention (continuous digital renewal). Practical recommendations are proposed regarding the integration of AI solutions into enterprise marketing activities, the development of employees’ digital competencies, the implementation of MarTech tools, omnichannel platforms, and data-driven approaches to ensure the long-term resilience and competitiveness of businesses in the digital economy.

Keywords: business digital transformation; marketing strategy; AI marketing; omnichannel marketing; behavioral analytics; digital brand trust; data-driven marketing; digital marketing resilience.

Fig.: 1. Tabl.: 7. Bibl.: 20.

Malafeyev Timur R. – Candidate of Sciences (Public Administration), Associate Professor, Associate Professor, Department of Management, Accounting and Business Communications, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: malafeyev14@gmail.com
Misiura Ievgeniia Iu. – Candidate of Sciences (Engineering), Associate Professor, Associate Professor, Department of Economic and Mathematical Modeling, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkіv, 61165, Ukraine)
Email: ievgeniia.misiura@hneu.net
Pyvavar Iryna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of State Governance, Public Administration and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkіv, 61165, Ukraine)
Email: pivavariv@ukr.net
Lytvynenko Olena D. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Business, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: o.litvinenko@btu.kharkov.ua

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