DIGITAL MARKETING IN SHAPING THE COMPETITIVE ADVANTAGES OF A CONSTRUCTION COMPANY DURING THE RUSSO-UKRAINIAN WAR

Abstract

The relevance of the study is determined by the profound transformation of the Ukrainian construction market caused by large-scale destruction of housing, transport, energy and social infrastructure, shifts in the geographical structure of demand, population displacement, and rising investment and security risks. Under these conditions, traditional factors of competitiveness, such as price, quality, technological capabilities and production capacity, are increasingly complemented by information openness, reputation, communication efficiency and the ability of companies to respond to a highly volatile market environment. The study is based on a review and systematization of recent scientific publications, statistical data, analytical reports and practical cases of Ukrainian construction and development companies. Attention is paid to changes in consumer behaviour during wartime, the growing importance of reliability and safety, and the need for transparent communication regarding construction progress, project implementation and contractual obligations. The findings show that digital marketing in the construction sector extends beyond promotional activities and performs informational, reputational, communication and adaptive functions. The main digital marketing instruments relevant to construction companies are systematized, and their contribution to market visibility, reduction of information asymmetry, customer trust, geographical expansion of demand and more effective interaction with potential clients is identified. It is concluded that digital marketing should be regarded as an important component of the system for building competitive advantages of a construction company in Ukraine. Its strategic value lies in reinforcing traditional competitiveness factors through effective digital communication, transparency and enhanced responsiveness to changes in the market environment. Further research should focus on the quantitative assessment of the relationship between digital activity and market performance, including trust, lead generation, conversion rates, sales results and market position, as well as on developing indicators for assessing the digital maturity of construction companies.