Localisation of English-language terms in contemporary Ukrainian marketing discourse: innovative approaches to the analysis of professional communication
DOI:
https://doi.org/10.51599/is.2025.09.02.06Keywords:
localisation of English terms, marketing funnel, digital marketing, professional discourse, lexical adaptation.Abstract
Purpose. The purpose of this work is to identify the lexical features of marketing funnel terminology functioning in the Ukrainian-language professional discourse of digital marketing, based on publications from a specialised marketing blog.
Results. A hybrid terminological system of the marketing funnel is emerging in the professional discourse of Ukrainian marketers, where Ukrainian terms («залучення» – acquisition, «взаємодія» – engagement, «утримання» – retention) dominate in describing processes and strategies at all stages. In contrast, English terms are retained exclusively for specialised metrics and analytical indicators (CAC, Retention Rate, Engagement Rate). This approach makes it possible to view the professional lexicon not merely as a system of labels, but as a cognitive-communicative indicator of the market’s adaptation to digital transformations. Transliterated variants are virtually absent, indicating a clear functional differentiation of language codes: Ukrainian is used in the conceptual dimension of marketing, while English is used in the technical-analytical domain, preserving internationally recognised names for performance indicators.
Scientific novelty. Despite the active presence of economic topics in contemporary public and professional discourse, their linguistic aspects remain insufficiently explored. This study focuses on the analysis of marketing funnel terminology within the Ukrainian-language professional environment and introduces an innovative method of digital linguistic analysis. Its novelty lies not only in the use of advanced analytical tools but also in the conceptualisation of marketing discourse as a resource for diagnosing transformations in professional communication. The application of digital linguistic technologies made it possible to identify patterns in the functioning of a hybrid terminological system, which may serve as a foundation for further interdisciplinary research in the fields of Economics, Linguistics, and Education. Viewing terminology as a source of the epistemic structure of digital marketing opens up new questions regarding the nature of professional language, its codification, and institutionalisation.
Practical value. The findings of this study allow for the development of evidence-based recommendations for the standardisation and flexible localisation of digital marketing terminology in the Ukrainian professional discourse. The obtained data on frequency, collocational structures, and functional differentiation of terms («залучення», «взаємодія», «утримання», etc.) can be used in compiling professional glossaries, training materials, and dictionaries for marketing specialists. The identified regularities in language code distribution may guide curriculum designers in fostering bilingual professional competence. Additionally, the results can inform localisation strategies for marketing technologies, platform interfaces, and CRM solutions tailored to the Ukrainian market.
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