Trends in the Development of Digital Communications in Ukraine

Abstract

In the current conditions of the development of marketing communications, there is a clear trend of transition from traditional marketing tools to digital ones. This is due to the processes of development of digital technologies and consumer behavior. In modern conditions, the consumer mostly prefers to search for information about products and opportunities to satisfy his needs via the Internet, which forms the basis for communication with him in the digital environment. The digitalization of marketing communications has become widespread in the pandemic and post-pandemic period. The study found that the number of Internet users in Ukraine has been growing steadily since 2013. However, this growth stopped in 2022 and today there are certain fluctuations, which can be explained by demographic processes within Ukraine, caused by the war with the Russian Federation and, as a result, the forced emigration of a significant number of Ukrainian citizens and the destruction of infrastructure. The article outlines the main trends in the development of digital communications in Ukraine during 2017-2024, analyzes the volume of the digital advertising market, the dynamics of changes in spending on various types of digital advertising, and assesses effective digital advertising. It was determined that in today's conditions, the key trends in the development of marketing communications in Ukraine are: social responsibility, the evolution of military topics, inclusivity, caution in creativity, rational advertising, mental health, Digital-centric omnichannel, the use of influence marketing, short videos, a new level of targeting and personalization, artificial intelligence, and collaborations in advertising. It was found that after a decline in spending on digital tools for product promotion in 2022, in 2023-2024 there will be a revival and growth in funding for all types of digital communications.