APPLICATION OF E-DIGITAL MARKETING AT UKRAINIAN ENTERPRISES: PROBLEMS AND PROSPECTS

The article explores the theoretical foundations, current state, challenges, and future prospects of applying e-digital marketing at Ukrainian enterprises under conditions of rapid digital transformation, economic turbulence, and prolonged military conflict. The relevance of the study is determined by the growing role of digital marketing technologies in ensuring business resilience, competitiveness, and sustainable development in both domestic and global markets. The research emphasizes that e-digital marketing has become not only a communication tool but also a strategic mechanism for adapting enterprises to changes in consumer behavior, market volatility, and technological progress. The study analyzes modern digital marketing instruments widely used by Ukrainian enterprises, including social media marketing, search engine optimization, content marketing, email campaigns, contextual advertising, and data analytics. Special attention is paid to the role of integrated digital channels in building long-term relationships with customers and enhancing brand value. Based on the analysis of recent academic publications, statistical data, and practical business cases, the article identifies key barriers to effective implementation of e-digital marketing in Ukraine. These barriers include insufficient digital competencies of personnel, limited financial and technological resources, low maturity of marketing analytics, fragmented digital strategies, and increased cybersecurity risks. The research applies methods of system analysis, comparative analysis, synthesis, and generalization of scientific sources to evaluate the current level of digital marketing development in Ukraine. The findings indicate that despite active adoption of individual digital tools, many enterprises lack a comprehensive and data-driven digital marketing strategy. This significantly reduces the effectiveness of marketing activities and limits the potential benefits of digital transformation. The article highlights development prospects e-digital marketing in Ukraine, focusing on personalization of marketing communications, implementation of big data analytics, artificial intelligence, marketing automation platforms, and omnichannel customer experience management. It is argued that the successful integration of these technologies can enhance decision-making quality, optimize marketing costs, and strengthen competitive advantages. The practical value of the study lies in the formulation of recommendations for enterprises regarding the development and implementation of effective e-digital marketing strategies tailored to industry specifics and current economic conditions. The results of the research may be useful for managers, marketers, researchers, and policymakers involved in the digital transformation of business processes.