THE CURRENT STATE OF DIGITAL MARKETING IN PUBLIC ADMINISTRATION

The article describes the current state of digital marketing in public administration through the prism of the Ukrainian application “Diia”. The author analyzes how the introduction of digital technologies contributes to improving the quality of public services and improving communication with citizens. It is indicated that the Diia application is a vivid example of the strategic use of digital platforms to provide quick access to services, simplify administrative processes and increase transparency. The article emphasizes that Diia allows users to receive a wide range of services online, including issuing digital documents (passports, driver’s licenses, student cards, birth certificates, etc.), paying taxes, applying for social benefits, and other administrative procedures. Such functions greatly simplify the interaction of citizens with government agencies, allowing them to perform most of the necessary actions without the need to visit physical offices. This helps to improve the efficiency of public service delivery, reduce administrative burden, and increase the level of public trust in government institutions. The application ensures a high level of transparency in government relations, as citizens can easily track the status of their applications and receive up-to-date information on changes in legislation. The article defines the main elements of digital marketing used in public administration. The purpose of the article is to study the current state of digital marketing in public administration. The relevance of the topic is due to the rapid introduction of digital technologies into the public administration sphere, which ensures more effective interaction between the State and citizens. To achieve this goal, the methods of analysis, observation and systematization of information were used. As a result of the study, the main advantages and disadvantages of using digital tools in government agencies were identified on the example of the Diia application. The practical value of the article is to provide recommendations for improving digital platforms to improve the quality of public services and increase their accessibility to all categories of the population.