Areas for the digitalisation and computerisation of marketing strategies in the veterinary medicines and services market

Abstract

The article examines the features of digitalization and informatization of marketing strategies in the market of veterinary medicines and services, which, under current economic, social and security challenges, is becoming increasingly important for Ukraine. The relevance of the topic is determined by the growing demand for high-quality veterinary medicines and services, the need to improve access to veterinary care, increasing competition in the market, as well as the need to use digital communication channels under martial law, especially in frontline and border areas. The purpose of the article is to identify the content, features, problems and risks of implementing marketing strategies in the market of veterinary medicines and services, and to substantiate the directions for their improvement based on digitalization and informatization. The study uses general scientific methods of analysis and generalization, a systematic approach, comparative analysis, methods of logical generalization and scientific abstraction, which made it possible to identify key trends in the development of the veterinary market and assess the impact of digital technologies on marketing activities. It has been established that the market of veterinary medicines and services in Ukraine is developing dynamically; however, it is characterized by unequal access to services, fragmentation of business entities, the presence of martial law risks, and the need to strengthen digital communications. The main directions of digitalization of marketing strategies are substantiated, including the formation of enterprises' digital presence, the development of content marketing and online advertising, personalized customer interaction, analysis of the competitive environment, online reputation management, the use of artificial intelligence, chatbots, cloud technologies, e-commerce and digital service tools. It has been proven that digitalization and informatization are important factors in improving the effectiveness of marketing strategies, as they contribute to expanding consumers' access to veterinary care, improving service quality, automating business processes, strengthening customer trust, and forming competitive advantages for veterinary enterprises.