STRUCTURAL TRENDS IN INTERNATIONAL MARKETING
Keywords:trend, international marketing trends, structural trends, globalization, generational theory, digitalization, mobile marketing, augmented reality, gamification, facial coding
The article seeks to provide insights on the current structural trends in international marketing. It is observed that in recent decades, marketing as a business concept has undergone internal qualitative changes which have been primarily underpinned by new technological advancements and globalization opportunities. The rapid pace of globalization has fuelled the emergence of a large number of new customers and new competitors in the global market, as well as spurred revolutionary changes in communication technology. In modern realia of intensified competition, marketing remains an exceptional tool to win and protect market share for most companies. Further on, the study explores the etymology of the word "trend" and substantiates its significance to business development perspectives along with providing the most popular trend classification groupings: by the generational theory and according to the Internet marketing concept. The findings reveal the key latest trends in various industries that have gained a positive response from consumers, thus verifying a growing interest in marketing trends. In addition, the study presents an overview of the latest trends that will help companies enhance their market position. It is argued that to be competitive, each company should monitor trends, follow trends and actively implement them in their marketing activities, especially in the international market. It is resumed that for these trends in international marketing to be effective, a special emphasis should be placed to targeted communication with consumers, in particular, marketing strategies should focus on the following principles: the need to adapt the content of messages and channels to the target audience demands by age groups and generations; narrow market segmentation – hyperpersonalization; creating interactive advertising content and format and using games; trend towards individuality, environmental friendliness and consumer involvement in the process of developing goods, products and services; flexibility in obtaining data; collaboration with international brands; active implementation of new functions on social platforms (such as Shops on Instagram / Facebook) in company marketing.