| Annotation: | Methods. The results were obtained through the application of general and specific methods of scientific knowledge: a systemic approach – when studying the problems and challenges in the energy sector that Ukraine faces; theoretical generalization – when studying digital marketing tools in the restoration of energy infrastructure for relevant purposes; the essence and types of energy retail are considered; comparison – when studying the opportunities and threats of their implementation and their analysis. Results. The main problems that the energy sector of Ukraine faces as a result of the war are formulated, namely: large-scale destruction of infrastructure, the need to attract investments, ensure energy independence and increase energy efficiency. Digital marketing tools that can be effectively used to solve the problems of the energy sector are analyzed. Such tools include: social networks, chat-bots, mobile applications, interactive maps, video content, online platforms and others. The possibilities of implementing digital marketing tools for informing the public, attracting investments, promoting energy-efficient solutions, creating a positive image of energy companies and the threats associated with the use of digital marketing tools in the energy sector, such as cyber threats, disinformation and consumer distrust, were assessed. Recommendations were formulated for the effective use of digital marketing tools in the restoration of Ukraine's energy infrastructure. Novelty. The study focuses on the current problems of the energy sector of Ukraine related to the post-war recovery and provides a detailed description of digital marketing tools and their application in accordance with the formulated goal. Practical value. The results obtained can become the basis for further research in the field of digital marketing in the energy sector. |
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