The enterprise's marketing activity on the market is aimed at ensuring its economic efficiency, competitiveness and financial stability. Total quarantine restrictions and the russian-Ukrainian war introduced drastic changes in the organization of marketing activities. Traditional marketing tools are being transformed into digital ones. Therefore, the problem of studying modern marketing tools, which are gaining popularity under the influence of active processes of digitalization, is gaining special relevance. The purpose of the study is to consider and specify modern marketing tools for promoting the company's products on the market, adapted to the digital environment. In the process of carrying out the research, general scientific methods were used: analysis, systematization, generalization, graphic presentation. It was found that the transfer of all spheres of life to the digital plane necessitates the use of new approaches to marketing activities adapted to the digital environment. The main goals of Internet users, determined by specialists of the Oberlo portal, were analyzed. It was found that in 2023, 43.1% of users will use the Internet to buy goods and services, which is 15.6% more than in 2020. It has been established that, in modern conditions, the leading positions in the promotion of the company's goods on the market belong to modern marketing tools: social media marketing, advertising in social networks, content marketing, video marketing, targeted advertising and retargeting. Each of these tools helps companies reach their target audience in ways that resonate and build a sense of trust between brand and customer. It has been established that it is advisable for enterprises to actively use video marketing, content marketing or retargeting to advertise goods in social networks; in order to reduce the cost of marketing activities - video marketing and targeted advertising. The tools of social media marketing considered in the course of the study can be used by domestic enterprises in order to obtain the maximum beneficial effect in the form of an increase in the level of sales and improvement of awareness about the company, taking into account the current limitation in financial resources. We see prospects for further research in determining the prospects for using retargeting in Ukraine, clarifying its differences from targeting.

This paper considers the changes in quality indicators of sugar pastes with dry demineralized whey and glycerin during storage in order to establish their technological shelf life. Based on the results of studying changes in the mass fraction of moisture of sugar pastes over 30 days, a decrease in this indicator in the control sample was established, by 80 %, and in the experimental one – by 30 %. Examining the sensory characteristics of consistency according to the devised descriptors has made it possible to establish that the control sample of sugar pastes onday 10 of storage is technologically unsuitable. Its consistency is characterized as too dense, hard, brittle, not uniform, with lumps. Accordingly, the molding ability, which received 3.45 points, decreases. The prototype, even on day 30 of storage, has acceptable consistency characteristics: moderately hard and dense, softish, homogeneous with the presence of barely perceptible small inclusions. A high molding ability is retained, which received 4.3 points. Experimental studies of the fractional composition of the solid phase and the dispersion of sugar pastes are consistent with studies into the sensory characteristics of the consistency. It was established that on day 10 of storage, in the control sample the fractional composition of particles with a size of 21 to 30 µm prevails, the content of which is 62 %, which characterizes the structure as coarse crystalline. In the prototype on day 30 of storage, thecontent of particles the size of 11 to 20 µmwas 72 %, which preserves the quality of the paste and characterizes its structure as finely crystalline. The results of the study made it possible to establish a tendency to slow down the build-up of solid particles of the developed sugar pastes, and their growth to a critical size of 22.6 µm.The data obtained have made it possible to establish the technological shelf life of the developed sugar pastes, which was 30 days, which is 3 times more than that of the control. Consequently, the introduction into the formulation composition of sugar pastes of demineralized whey at a concentration of 50 % and glycerin at a concentration of 5 % makes it possible to extend their technological shelf life. This is important from a practical point of view and solves the problem set.

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