Transformation of interest in digital marketing in ukraine in the conditions of changing media infrastructure

Анотація

The article examines the transformation of interest in digital marketing in Ukraine amid changes in the media infrastructure. It is substantiated that the dynamics of search activity reflect not only changes in the popularity of individual marketing terms, but also deeper structural shifts in the communication behavior of businesses and audiences. The empirical basis of the study consists of Google Trends data for 2020-2024, which enabled the identification of temporal, territorial, and substantive features of interest in the key areas of digital marketing in Ukraine. As a result of the analysis, the stable dominance of the digital marketing category throughout the entire period under study was established. It was found that the dynamics of interest in this area are phase-based and pass through the stages of growth, shock decline, deepening correction, and adaptive recovery. It is proved that 2022 became a point of structural turning, after which a new level of search activity was formed, reflecting the adaptation of marketing practices to the changed media and economic environment. The spatial analysis demonstrated the relative homogeneity of digital marketing at the subregional level, indicating the spread of digital communication practices throughout Ukraine without a sharply pronounced regional polarization. The substantive analysis of search queries showed that the greatest weight belongs to applied categories related to agency services, managerial functions, and platform solutions. The platform dimension of the study enabled determination of the leading roles of Instagram and YouTube in the structure of contemporary digital communication activity. Keywords: digital marketing, marketing activity, media infrastructure, digital communications, social media.

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