Challenges of strategic management of marketing communications in the development of ukrainian retail

Abstract

Abstract. Purpose. The purpose of the study is a comprehensive analysis of the current state and practice of strategic management of marketing communications of Ukrainian retail enterprises, identification of key challenges and development of recommendations for improving communication strategies in the conditions of market environment transformation. Methods. The research is based on the use of a systematic approach to the analysis of marketing communications, methods of comparative analysis of strategies of leading retailers, statistical analysis of retail trade development dynamics, expert evaluation of the effectiveness of communication tools and the method of structural and functional analysis of communication strategies. Results. It was established that Ukrainian retailers in martial law conditions demonstrate a transformation of approaches to strategic management of marketing communications, reorienting towards omnichannel, digitalization and personalization of consumer interaction. Key challenges have been identified: limited financial resources for implementing comprehensive communication strategies (budgets reduced by an average of 35-40%), fragmentation of the target audience due to migration processes, the need to adapt messages to changed socio-psychological needs of consumers, shortage of qualified digital marketing specialists. It was determined that the most effective tools are mobile applications (usage growth of 67%), messenger marketing (coverage increased by 43%) and content marketing in social networks. A strategic model of integrated marketing communications for retail has been proposed, taking into account the specifics of operation in crisis conditions. Conclusions. Strategic management of marketing communications of Ukrainian retailers requires systematic transformation with an emphasis on digital channels, customer centricity and flexibility. Prospects for further research are related to the development of adaptive models of communication strategies for different retail segments and assessment of the long-term impact of crisis communications on consumer behavior.