Digital Marketing Communications Transformation in Wartime

The paper reveals the potential for transformation of digital marketing communications in times of war and provides recommendations on how to effectively use these changes to achieve business success. The necessity of developing adaptive strategies for successful digital marketing communications in wartime is established. This includes identifying key factors to consider, as well as using tools and methods that allow businesses to effectively interact with consumers and maintain their competitiveness. The importance of transforming digital marketing communications in wartime to support business, ensure security and the ability to adapt to changes in the digital communication environment is considered. The study of social media as a digital communications tool revealed which platforms have become popular for obtaining information, while others have become popular for online shopping. A significant presence of target audience identified on social media was found, which indicates the importance of focusing marketing efforts on this segment, as well as supporting women's activity and loyalty on social media. It is found that trends that emerge in times of war should be used for positive purposes. A mechanism for adapting digital marketing communications is proposed, which will ensure the preservation of business, attracting new audiences, increasing competitiveness and preserving reputation. Such a mechanism will allow businesses to adapt to changes in wartime, meet the changed needs of consumers and respond quickly to negative events.