Методологічні основи формування цифрових маркетингових стратегій в умовах невизначеності

The article explores the methodological foundations of developing digital marketing strategies in conditions of uncertainty, with particular attention to the challenges faced by Ukrainian businesses during wartime and economic instability. The relevance of the study lies in the need to adapt strategic marketing approaches to the VUCA environment characterized by volatility, uncertainty, complexity, and ambiguity where traditional models no longer offer sufficient flexibility. The research reviews theoretical literature on strategic planning in unstable environments and identifies key principles for effective digital marketing strategy development, including agility, data-driven decision-making, customer-centricity, proactiveness, and iterative planning. It outlines methodological approaches such as scenario-based planning, effectuation logic, and hybrid models combining long-term vision with flexible execution. The study integrates examples from Ukrainian enterprises that successfully navigated wartime uncertainty by transitioning to online communication, reconfiguring marketing tactics, engaging in cause-related marketing, and expanding through omnichannel and socially responsible strategies. A special focus is placed on the growing role of social media, digital loyalty programs, and AI-based analytics in sustaining marketing effectiveness. The article also considers emerging global trends such as personalization, automation, ethical branding, and content diversification, that shape digital marketing in turbulent times. The authors emphasize the strategic importance of building internal resilience, fostering innovation, and embedding real-time data monitoring into the marketing process. Recommendations are provided for business practitioners on how to structure adaptive and resilient marketing systems capable of withstanding shocks and capturing new opportunities under uncertainty. The study contributes to the broader discourse on marketing transformation by linking methodological theory with practical lessons from crisis-affected markets.