DIGITALIZATION OF MARKETING ACTIVITIES OF CHEMICAL INDUSTRY ENTERPRISES

The article identifies the main problems of the chemical industry on a global and national scale. It has been established that the problems caused by global trends include increased environmental awareness of consumers, instability of prices for raw materials, increased intensity of competition in the chemicals market, and regulatory barriers. The author identifies additional problems of domestic chemical enterprises, in particular, the main ones are: physical destruction and safe suspension of activities of a significant part of key enterprises, insufficient financial and production resources for uninterrupted operations, complications of logistics, staff outflow, instability of orders (demand), lack of long-term contracts. The importance of using marketing in the activities of enterprises in the B2B market and, in particular, chemical enterprises is determined. The key differences of marketing in the activities of chemical enterprises are identified, including: increased requirements for the technical competence of sales personnel; high quality standards, including safety and environmental friendliness of products; focus on customer information and long-term partnerships. It is determined that chemical enterprises consider the digital transformation of their business to be a production necessity. The relevance of the use of digital marketing tools in the activities of domestic chemical enterprises is proved, which is also due to the war. The main digital marketing tools used by domestic enterprises include: social networks and search engines, website, online chats, online seminars, CRM system, e-mail. The introduction of digital tools into the activities of chemical enterprises allows them to intensify sales, increase brand awareness, raise their image, improve communications with customers, and optimize internal processes. It is determined that the main task of digital communications is to create a strong brand identity, which will allow chemical enterprises to stand out in the highly competitive chemical market and attract the attention of potential customers.