DIGITAL TECHNOLOGIES FOR EFFECTIVE SME MARKETING DURING CRISIS PERIODS

Abstract

This study explores the integration of modern digital technologies into the marketing strategies of small and medium-sized enterprises (SMEs) in conditions of economic instability. As Ukrainian businesses face unprecedented challenges due to geopolitical conflicts and economic fluctuations, the research provides a timely analysis of how artificial intelligence (AI), big data analytics, and other digital innovations can drive resilience and competitiveness. The research confirms that personalized advertising powered by AI significantly improves marketing performance. A/B testing results demonstrated a 50% increase in conversion rates and a 20% growth in the average transaction value when personalized approaches were applied. Furthermore, the use of big data analytics facilitated a 36% rise in mobile traffic and a 33.33% enhancement in social media engagement. These metrics underscore the transformative potential of adopting digital technologies to optimize consumer interaction and increase brand loyalty. The study employs robust methodologies, including CRM systems like Salesforce, machine learning algorithms, and tools such as Apache Hadoop and Apache Spark, to process and analyze large datasets. The segmentation of consumer behavior and demographic profiles provided actionable insights into effective marketing strategies. In addition, the integration of social media APIs allowed for seamless connections between platforms like Facebook and Instagram, maximizing audience reach and engagement. The findings offer practical value for SMEs seeking to adapt to volatile markets. The study presents recommendations for overcoming common barriers, such as limited resources and technical expertise, which hinder the effective implementation of digital solutions. It emphasizes the importance of combining CRM tools with AI-driven analytics to create personalized consumer experiences, leading to enhanced retention and higher profitability. Despite its contributions, the study acknowledges limitations. The focus on a single enterprise and a short research timeframe restricts the generalizability of its findings. Future research should address these gaps by examining a more diverse range of industries and extending the observation period to capture long-term trends. Moreover, the exploration of advanced methods like neural networks and deep learning could further refine predictions of consumer behavior, offering more precise optimization strategies. In conclusion, the integration of digital technologies like AI and big data analytics has a profound impact on marketing strategies during economic crises. This research not only validates the effectiveness of such tools but also serves as a practical guide for SMEs aiming to thrive amid uncertainty. The results align with global trends in digital transformation, suggesting that businesses embracing innovation can achieve sustainable growth and maintain a competitive edge.