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{"id":20948,"date":"2025-12-03T20:13:41","date_gmt":"2025-12-03T18:13:41","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=20948"},"modified":"2025-12-11T16:09:27","modified_gmt":"2025-12-11T14:09:27","slug":"marketing-strategies-for-promoting-startups","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/marketing-strategies-for-promoting-startups\/","title":{"rendered":"Obydiennova T., Yevchenko V. Marketing strategies for Promoting Startups in the Online Environment"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification:<\/strong> M31; M37; L26; O33; D83.<\/span><\/i><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V53(2025)-27<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Obydiennova Tetiana, <\/b>PhD of Economics, Associate Professor,\u00a0 Associate Professor of the Department of Marketing and Trade Entrepreneurship of the Educational and Scientific Institute ” Ukrainian Engineering Pedagogics Academy ” of V.N. Karazin Kharkiv National University, Kharkiv, Ukraine<\/span><\/p>\n

ORCID:<\/strong> 0000-0002-5548-3906<\/span><\/a>
\ne-mail: <\/strong>obyd_ts@ukr.net<\/span><\/a><\/p>\n

Yevchenko Veronika,\u00a0 <\/b>PhD of Economics, Associate Professor,\u00a0 Associate Professor of the Department of Marketing and Trade Entrepreneurship of the Educational and Scientific Institute ” Ukrainian Engineering Pedagogics Academy ” of V.N. Karazin Kharkiv National University, Kharkiv, Ukraine<\/span><\/p>\n

ORCID:<\/strong> 0000-0002-2011-5070<\/span><\/a>
\ne-mail: <\/strong>veronika.yevchenko@karazin.ua<\/span><\/a><\/p>\n

Marketing strategies for Promoting Startups in the Online Environment<\/b><\/h2>\n

Abstract. Introduction<\/i><\/b>. <\/span><\/i>In the context of digital transformation, startups face the challenge of developing marketing strategies that ensure product visibility, competitiveness, and customer engagement in an oversaturated informational landscape. While the online environment provides vast opportunities for business development, it simultaneously increases competition and complicates communication with the target audience. Digital marketing’s specific features \u2014 interactivity, flexibility, and personalization \u2014 require innovative tools to effectively promote startups with limited financial and organizational resources.<\/span><\/i><\/p>\n

Purpose<\/i><\/b>. This article aims to identify the key characteristics, tools, and approaches for developing effective marketing strategies to promote startups in the online environment, as well as determine the role of innovative digital instruments in enhancing their competitiveness.<\/span><\/i><\/p>\n

Results<\/i><\/b>. The study organizes the primary innovative methods of promoting startups, such as influencer marketing, growth hacking, crowdfunding, and using Big Data analytics to understand user behavior and personalize marketing activities. Social media, content marketing, internet advertising, and email marketing have proven to be the most effective communication channels for startups, enabling a fast market response and brand recognition. The findings demonstrate that integrating analytical tools, automation technologies, and personalized communication optimizes costs and establishes long-term customer relationships. Implementing artificial intelligence, gamification, and virtual reality technologies is a promising way to enhance digital marketing strategies and ensure adaptive business growth.<\/span><\/i><\/p>\n

Conclusions<\/i><\/b>. Effective marketing strategies for startups in the online environment require a combination of innovative methods, data-driven decision-making, and personalized consumer interaction. The strategic focus of digital marketing for startups is forming unique value propositions, strengthening customer loyalty, and developing sustainable competitive advantages in the global digital economy.<\/span><\/i><\/p>\n

Keywords<\/b>: startup; digital marketing; innovative strategies; online promotion; content marketing; personalized communication.<\/span><\/i><\/p>\n

References<\/b>:<\/strong><\/p>\n

    \n
  1. Penkova, O., Lementovska, V., & Bortnyk, T. (2024). Strategies for promoting a brand at different stages of the product life cycle. <\/span>Economy and Society,<\/span><\/i> (66). DOI: <\/span>https:\/\/doi.org\/10.32782\/2524-0072\/2024-66-31<\/span>.\u00a0\u00a0\u00a0<\/span><\/li>\n
  2. Ovsiienko, N., & Ovsiienko, V. (2024). Marketing strategies for promoting goods and services on the Internet. <\/span>Economic Space,<\/span><\/i> (196), 67\u201372. DOI: <\/span>https:\/\/doi.org\/10.30838\/EP.196.67-72<\/span>.\u00a0<\/span><\/li>\n
  3. Vovk, V., Havrylchenko, O., & Cherkaskyi, O. (2025). The impact of digitalization on the formation of enterprises\u2019 marketing strategies: the use of digital tools. <\/span>Economy and Society,<\/span><\/i> (72). DOI: <\/span>https:\/\/doi.org\/10.32782\/2524-0072\/2025-72-1<\/span>.\u00a0<\/span><\/li>\n
  4. Biletska, I., & Romanchukevych, M. (2023). Marketing tools for promoting products to the market. <\/span>Modeling the Development of Economic Systems<\/span><\/i>, (2), 34\u201341. DOI: <\/span>https:\/\/doi.org\/10.31891\/mdes\/2023-8-5<\/span>.\u00a0<\/span><\/li>\n
  5. Strungar, A. (2024). The impact of artificial intelligence on digital marketing strategies: current opportunities and development prospects. <\/span>Economy and Society,<\/span><\/i> (62). DOI:\u00a0 <\/span>https:\/\/doi.org\/10.32782\/2524-0072\/2024-62-160<\/span>.\u00a0<\/span><\/li>\n
  6. Samardak, O. (2025). Intelligent marketing information systems. <\/span>Goods and Markets<\/span><\/i>, 53(1), 92\u2013109. DOI: <\/span>https:\/\/doi.org\/10.31617\/2.2025(53)05<\/span>.\u00a0\u00a0<\/span><\/li>\n
  7. Rose-Collins, F. (2025). 9 proven digital marketing strategies to boost your self-storage startup. <\/span>https:\/\/www.ranktracker.com\/blog\/9-proven-digital-marketing-strategies-to-boost-your-self-storage-startup\/<\/span>.\u00a0\u00a0\u00a0<\/span><\/li>\n
  8. Smerichevskyi, S., Kovalchuk, A., Obydiennova, T., Suvorova, S., Vlasova, V., & Tryvailo, A. (2025). Development strategies for marketing and logistics in the innovative ecosystem of e-commerce<\/span>. Revista Gest\u00e3o & Tecnologia<\/span><\/i>, 25(2), 90\u2013107. DOI: <\/span>https:\/\/doi.org\/10.20397\/2177-6652\/2025.v25i2.3162<\/span>.\u00a0<\/span><\/li>\n
  9. SMM promotion for startups in the field of innovations and new technologies. (2025). <\/span>https:\/\/seo-evolution.com.ua\/blog\/reklama-v-internete\/smm-prosuvannya-dlya-startapiv-u-galuzi-innovatsiy<\/span>.\u00a0<\/span><\/li>\n
  10. Kaur, G. (2025). Social media marketing for startup businesses. <\/span>https:\/\/indeedseo.com\/uk\/blog\/social-media-marketing-for-startup-businesses\/<\/span>.\u00a0<\/span><\/li>\n
  11. Obydiennova, T., & Chobitok, I. (2025). Formation of the adaptive and innovative development strategy of enterprises in the context of digitalization<\/span>. Herald of Khmelnytskyi National University. Economic Sciences,<\/span><\/i> 342(3[1]), 191\u2013197. DOI: <\/span>https:\/\/doi.org\/10.31891\/2307-5740-2025-342-3(1)-28<\/span>.\u00a0<\/span><\/li>\n
  12. Obydiennova, T., Kharabara, V., Zabashtanskyi, M., Nazarko, S., & Havronskyi, A. (2024). The impact of digital transformation on the innovative development of economic systems.\u00a0<\/span>Management Theory and Studies for Rural Business and Infrastructure Development,<\/span><\/i>\u00a046(1), 63\u201370. DOI: <\/span>https:\/\/doi.org\/10.15544\/mts.2024.07<\/span>.\u00a0 <\/span><\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received: <\/strong>14\u00a0October 2025<\/span><\/p>\n

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    Obydiennova T., Yevchenko V. (2025). Marketing strategies for Promoting Startups in the Online Environment. Modern Economics, 53(2025), 194-199. DOI: https:\/\/doi.org\/10.31521\/modecon.V53(2025)-27.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    [vc_row][vc_column][vc_column_text] JEL Classification: M31; M37; L26; O33; D83. DOI: https:\/\/doi.org\/10.31521\/modecon.V53(2025)-27 [\/vc_column_text][vc_column_text]Obydiennova Tetiana, PhD of Economics, Associate Professor,\u00a0 Associate Professor of the Department of Marketing and Trade Entrepreneurship of the Educational and Scientific Institute ” Ukrainian Engineering Pedagogics Academy ” of V.N. Karazin Kharkiv National University, Kharkiv, Ukraine ORCID: 0000-0002-5548-3906 e-mail: obyd_ts@ukr.net Yevchenko Veronika,\u00a0 PhD of
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