DIGITALIZATION OF MARKETING ACTIVITIES IN THE CONDITIONS OF INNOVATIVE CHANGES

Abstract

Digitalization of marketing activities in the conditions of innovative changes is increasingly becoming a key strategy for companies. This means using digital tools, technologies and online channels to develop and implement marketing strategies. Digitalization of marketing activities in the conditions of innovative changes consists of the following: virtual space, reduction of the communication channel, analytics and measurement, social media, artificial intelligence and data analysis, mobile marketing, e-commerce. The main goal of the presented work is to determine the components of the process of digitization and transformation of marketing activity in the conditions of innovative changes and the globalization process. The main methods used in the presented work are: analysis and synthesis – to determine the main trends in the development of marketing activities in the conditions of innovative changes, the main components of modern marketing digital tools; methods of induction and deduction – for forecasting further trends in the development of digitalization of marketing activities and determining the main components of innovative changes and their impact on the development of marketing activities; graphic method – for a visual presentation of the obtained work results. The main results of the work indicate that: the use of artificial intelligence and data analytics allows enterprises to create more effective marketing campaigns, predict customer needs, improve products and services; the growing use of mobile devices encourages companies to develop mobile applications and optimize websites for mobile devices; social platforms provide a unique opportunity to engage with audiences, promote products and services, and increase brand awareness. Marketing strategies in social media can be the main tool for achieving success in innovation. Digitalization of marketing activities in the conditions of innovative changes requires constant improvement, learning new technologies and strategies, as well as flexibility in responding to changes in the market environment. However, it also opens up many new opportunities for success and customer acquisition.