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The article is aimed at highlighting major changes in advertising and marketing at the international level as a result of the coronavirus pandemic and the resulted global economic crisis. When carrying out a detailed analysis of scientific articles, the main trends were identified, according to which the modern advertising industry in the world will continue to change, and a vision of possible ways to further develop the situation in the context of the international crisis in the economy has been formed. The key indicators of the economic crisis have been defined and their impact on the decisions of advertising agencies on the choice of means, channels and content of advertising campaigns is highlighted. A new direction has been formed in which advertising agencies implement and promote their own campaigns. The relevance of on-line advertising during the lockdown period is substantiated, namely, advertising on social networks, video resources and streaming platforms; advertising embedded in online games, etc. Benefits of broadcasting advertising through on-line channels compared to traditional advertising methods are allocated and substantiated. Prospect of this direction of research is to determine the most effective methods and topics of on-line advertising in order to reach a new audience and increase the customer base of advertising agencies. For in today’s world information technology occupies the position of the most actual way to move business forward in any sphere, a significant share of investments are made in new ad formats, payment models and technology solutions that meet or surpass global industry standards. Further development of the sphere of digital advertising can lead to even more displacement of the off-line methods of advertising from the market: because the end consumers no longer use a PC in order to go on-line, but more often browse the Internet resources from their portable devices.

At the present stage of the development of the digital economy especially relevant are the technologies that are universal in nature and will be able to change the business processes of modern Internet companies. One of such directions is cloud solutions that allow, among other things, faster access to the necessary information, minimizing the locally occupied memory, by shifting basic information operations to remote capacities, while accelerating many processes and making the expensive infrastructure unnecessary. However, it is worth noting the existence of a number of restrictions related to insufficient awareness of companies as to new solutions, as well as their link to existing solutions, which makes it quite difficult for them to fulfill transition to new, more efficient cloud-based instruments. The authors analyze the key factors of both positive and negative nature, which in some way or another influence the decision-making by digital companies on the beginning of active application of this complex of new technologies. A substantiation for the feasibility of such innovations is provided. The main trends of digital economy development and the process of digitalization with integration of traditional industries therein are considered. The main advantages and contradictions of implementation of the cloud technologies on a wide basis are shown. The relationship between the growth of quantity of information in the digital economy and the need to create effective mechanisms for processing and storing it based on the Public Cloud technologies is specified. The peculiarities of the API-first business model of companies that are actively developing in the face of growing global volume of information are considered. Examples of the positive effect of using cloud computing technologies in the digital product creation are presented and the industry’s major players are listed. The importance of government initiatives for implementing innovations is noted. Actual directions of increasing the potential of using cloud technologies in business are identified.

The article considers topical issues of specifics of both marketing and advertising campaigns. The research is aimed at generalizing the methodical and practical aspects of the process of managing marketing instruments in the enterprise. Based on the information obtained from scientific sources, the efficiency of each instrument is evaluated using the method of observation and abstraction, as well as the method of comparative analysis. Different levels of strategy and basic instruments at each level are considered. In addition, key axioms that companies may face in the market when promoting goods and working with consumers have been identified. The need for a model of brand growth for the potential of the enterprise, which is conditioned by the importance of brands as intangible assets for effective competition and as a tool to create an efficient marketing campaign, is substantiated. The analysis also looked at the customer’s path from the search for a product to the acquisition of loyalty, as well as the most efficient modern marketing instruments at every stage. According to the results of analysis of the advertising market in Ukraine with the help of the All-Ukrainian Advertising Coalition, the media advertising market tends to increase volume, especially in the context of e-commerce and television. The main indicators of the efficiency of marketing campaigns to identify the subsequent direction for improving their activities are analyzed. The digital instruments have a number of capabilities and threats to the company when implementing any marketing campaign in the digital space that must be considered to minimize possible failures when launching a campaign.

The aim of the article is to study the attractiveness of individual regions, as places for the foundation and development of startups. The concept of «startup» is defined, and factors that contributed to the boom of startups in the 21st century are considered. Analyzing the statistical data, the formation of Berlin as one of the most successfully functioning startup ecosystems of the EU countries is considered. As a result of the study the factors contributing to attracting startups and venture capital to Berlin have been identified, their feasibility has been substantiated. Using the example of the successfully implemented TransferGo startup, the main startup development stages are considered and Berlin’s status as an attractive startup ecosystem is confirmed. Prospects for further research in this direction is analyzing the efficiency of the startup infrastructure in Berlin, namely, business incubators and accelerators operating in the city, technological innovation of the startups based in Berlin, and forecasting of the region’s future development.

The aim of the article is to research the prospects and opportunities for using blockchain technology in entrepreneurship, as well as international payments and banking operations. On the basis of current and up-to-date data and opinions of authoritative English-language publications on business, the problems concerning the relevance of technology of a distributed ledger have been comprehensively examined, and the results of many startups – young companies working on blockchain-solutions in various spheres, have been evaluated. As a result of the research, the main directions of work of startups in the field of application of blockchain technology were identified: smart contracts; cloud data storage; production processes; sphere of remuneration of employees; electronic voting with protection against breaking; "sharing economy". Prospects for further research in this direction are specific justification of the applicability of distributed ledger technology and the concept of decentralization in developing sectors (the "sharing economy", "Internet of Things"), as well as a deeper analysis of the impact of new solutions in relation to the traditional sectors of the economy, including Ukraine.