THE MAIN DIRECTIONS OF THE USE OF DIGITAL TECHNOLOGIES IN MARKETING ACTIVITIES

Анотація

It has been established that in the modern world, digital technologies have become not just an additional tool for business development, but one of the main conditions for its competitiveness. It is noted that digital technologies penetrate into all spheres of economic activity, change the forms of interaction between the producer and the consumer, affect the methods of communication, sales methods, principles of market analysis and the logic of managerial decision-making. It is noted that these changes are especially noticeable in the field of marketing, which has always been sensitive to new channels of information dissemination, changes in consumer behavior and the development of communication tools. It has been proven that if a few decades ago marketing was associated primarily with advertising on television, in the print press, on radio or external media, today its main processes are increasingly moving to the digital environment. It is substantiated that digital technologies have significantly changed not only the technical tools of marketing activities, but also its very essence. It was they who transformed marketing from a system of mostly one-sided influence into a system of constant interaction with the audience, in which the brand no longer just broadcasts messages, but enters into a dialogue with the consumer, studies his behavior, analyzes requests, predicts needs, and adapts communication to the individual characteristics of different market segments. It has been determined that modern marketing is increasingly focused not only on promoting a product or service, but on creating a holistic customer experience, building trust and building long-term relationships with the consumer.

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