EUROPEAN EXPERIENCE IN THE DEVELOPMENT OF DIGITAL MARKETING IN PUBLIC ADMINISTRATION BODIES AND THE POSSIBILITIES OF ITS ADAPTATION IN UKRAINE

Abstract

This article examines European experience in the development of digital marketing within public administration bodies and identifies opportunities for adapting it to the context of Ukraine’s public administration system. This paper analyses current approaches to the interpretation of the digitalisation of public administration and digital marketing. It has been established that digital marketing ensures the transparency of public authorities, the development of digital communications, the accessibility of public services and the formation of a service-oriented model of public administration. This paper examines the strategic principles of the European Union’s (EU) digital development, as set out in the Digital Decade Programme and the Digital Europe Programme, and their significance for the development of digital public services, digital infrastructure, e-government and cloud technologies. The practical experience of European Union countries in using digital platforms, electronic identification systems, e-services, social media and mobile services in the activities of public authorities is summarised. It has been established that the effectiveness of digital marketing is ensured by the integration of digital platforms, a customer-centric approach, a high level of digital maturity among public authorities, the coherence of public policy and institutional quality. This paper analyses the current state of digital marketing development within Ukraine’s public administration bodies. It highlights the role of the Ministry of Digital Transformation of Ukraine and describes the «Diya» digital ecosystem as an example of the successful implementation of digital services and marketing communications. It has been established that the main challenges to the development of digital marketing in Ukraine remain the uneven levels of digital maturity among public authorities, insufficient integration of state information systems, digital inequality, the population’s insufficient level of digital skills, and the need to develop digital analytics and cybersecurity. Based on the findings of the study, a conceptual model has been proposed for adapting European experience in the development of digital marketing within Ukraine’s public administration bodies, which combines the regulatory, organisational, technological and communication components of digital transformation. It has been demonstrated that its implementation will help to improve the effectiveness of digital interaction between the state and its citizens, refine the mechanisms for delivering public services, develop service-oriented public administration and accelerate Ukraine’s integration into the European digital space.