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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

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Liburkina L. M.

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The Impact of the EU Digital Single Market Strategy on the Transformation of Marketing Practices in Eastern Partnership Countries: The Case of Ukraine
Proskurnina N. V., Dobroskok I. B.

Proskurnina, Nadiia V., and Dobroskok, Iuliia B. (2025) “The Impact of the EU Digital Single Market Strategy on the Transformation of Marketing Practices in Eastern Partnership Countries: The Case of Ukraine.” Business Inform 11:93–102.
https://doi.org/10.32983/2222-4459-2025-11-93-102

Section: Foreign Experience

Article is written in Ukrainian
Downloads/views: 0

UDC 661.65

Abstract:
The aim of this article is to provide a comprehensive study of the impact of the European Union’s Digital Single Market (DSM) strategy on the transformation of marketing practices in Ukraine, as well as to identify opportunities for adapting European digital standards in the national business environment. In the context of global business digitalization, European market integration, and the growing importance of online communication, it is crucial to assess how EU institutional, technological, and regulatory mechanisms can promote the development of digital marketing in Ukraine and enhance the international competitiveness of Ukrainian enterprises. The article analyzes the current state of digital marketing in EU countries and in Ukraine and identifies the key technological and institutional prerequisites for the introduction of European practices. Particular attention is given to standards of transparency, personalization, ethical data use, and cybersecurity regulated by the GDPR, as well as to achievements in CRM systems, analytical platforms, AI technologies, and omnichannel marketing tools. The study revealed a significant gap in digital maturity between large export-oriented companies actively implementing modern digital solutions and small and medium-sized businesses with limited access to the necessary digital infrastructure. To accomplish the research objective, the following tasks were set: first, to examine the main provisions of the EU Digital Single Market strategy; secondly, to identify digital marketing tools actively used in European countries; thirdly, to analyze the state of digital marketing in Ukraine; fourthly, identify barriers and opportunities for adapting European marketing practices in the national context; and fifthly, propose specific recommendations for transforming the marketing activities of Ukrainian enterprises in accordance with the requirements of the EU digital market. The methodological basis of the study includes the use of a comprehensive approach. The system analysis method allowed for the study of conceptual provisions and structural elements of the EU digital strategy. Comparative analysis provided an assessment of current marketing practices in EU countries and in Ukraine and allowed for the identification of gaps and adaptation prospects. SWOT analysis made it possible to evaluate the digital readiness of Ukrainian enterprises and identify strengths and weaknesses, as well as external opportunities and threats. Content analysis of EU and Ukrainian legal acts helped to systematize the main legislative and regulatory requirements affecting digital marketing. The case study method was used to examine specific examples of how European approaches are adapted in the practice of Ukrainian companies, allowing the identification of the most effective strategies and models of digital integration. Based on the research, strategic directions for digital convergence for Ukrainian enterprises were proposed, including: harmonizing national legislation with European standards, developing digital competencies among employees, supporting small and medium-sized businesses, and integrating into EU digital ecosystems. The proposed recommendations aim to enhance the efficiency of Ukrainian companies’ marketing strategies in the digital environment, strengthen transparency, ensure ethical data use, improve the security of digital communications, and facilitate the adaptation of advanced marketing tools used in the EU. Thus, the article not only highlights the current trends in digital marketing in Europe and Ukraine, but also proposes practical approaches for transforming the national business environment in line with the requirements of the EU digital market, creating the conditions for enhancing the competitiveness of Ukrainian enterprises on an international scale.

Keywords: digital marketing, digital transformation, GDPR, omnichannel platforms, CRM, AI technologies, digital ecosystem.

Fig.: 2. Tabl.: 4. Bibl.: 20.

Proskurnina Nadiia V. – Doctor of Sciences (Economics), Professor, Professor, Department of International Economics and Management, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Dobroskok Iuliia B. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and Management, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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