ALGORITHMIC TECHNOLOGIES AND THE DATA ECONOMY IN THE FORMATION OF A NEW PARADIGM OF DIGITAL MARKETING

Анотація

The article examines the role of the data economy and algorithmic technologies in the transformation of modern digital marketing. It is substantiated that in the context of the digital economy, data have become a key strategic resource that determines the effectiveness of marketing decisions, the competitiveness of enterprises, and the ability of brands to build long-term relationships with consumers. The influence of artificial intelligence technologies, machine learning, and big data analytics on the formation of data-driven marketing strategies, the personalization of marketing communications, and the automation of advertising processes is analyzed. The role of digital platforms in the development of algorithmic marketing ecosystems is identified, particularly in the use of programmatic advertising, behavioral targeting, and real-time bidding to optimize advertising campaigns. It is shown that the integration of analytical tools, Big Data, and algorithmic systems enhances the accuracy of audience segmentation, enables consumer behavior prediction, and improves customer experience management. The study demonstrates that digital marketing is evolving into a complex analytical system based on real-time data processing and algorithmic decision-making. Special attention is paid to the need for developing mechanisms of algorithmic regulation aimed at ensuring transparency in digital advertising, ethical use of data, and protection of users’ personal information. The importance of transitioning to privacy-oriented marketing and the use of first-party data in the context of cookie restrictions is emphasized. It is proved that the integration of the data economy, artificial intelligence technologies, and digital platforms forms a new paradigm of marketing activity, in which the competitiveness of companies depends on their ability to effectively apply algorithmic technologies, analytical tools, and digital communication channels in managing marketing processes.

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