Digital marketing management in Ukrainian SMEs: Tools, barriers and strategic readiness for transformation

Abstract

This study examines the state of digital marketing management among small and medium-sized enterprises (SMEs) in Ukraine under conditions of prolonged economic instability and wartime disruption. This paper aims to assess the level of digital marketing tool adoption, identify key organizational barriers, and examine how firmlevel characteristics influence strategic readiness for digital transformation among Ukrainian SMEs. The study is based on a structured quantitative survey conducted in 2024 among 100 owners and managers of Ukrainian SMEs operating in the service, trade, and manufacturing sectors across several regions of Ukraine affected by differing levels of full-scale wartime disruption, with data analyzed using descriptive statistics and correlation analysis.