MODERN TRENDS IN THE PROMOTION OF GOODS AND SERVICES USING DIGITAL MARKETING
Abstract
Objective. The article explores modern trends in the promotion of goods and services through digital marketing. The primary objective of the study is to analyze the latest tools, strategies, and technologies that enhance the effectiveness of digital marketing campaigns, focusing on social media marketing, content marketing, search engine optimization (SEO), personalized advertising, influencer marketing, and artificial intelligence (AI) implementation in customer interactions. Methods. The study employs a combination of qualitative and quantitative research methods, including a literature review, comparative analysis, and case study examination of successful digital marketing campaigns. Data-driven approaches are used to assess the effectiveness of different marketing techniques in consumer engagement and brand positioning. Results. The findings indicate that digital marketing is undergoing continuous transformation due to technological advancements and changing consumer behavior. The increasing role of AI and machine learning in marketing analytics enables precise audience segmentation, real-time decision-making, and hyper-personalized content delivery. Additionally, the study highlights the growing impact of social media platforms, where brands use interactive content, live streaming, and influencer collaborations to build trust and credibility. Furthermore, automation and omnichannel strategies play a crucial role in optimizing marketing efficiency, yet excessive reliance on AI-driven solutions may impact the authenticity of brand-consumer relationships. Scientific novelty. The study provides new insights into the balance between automation and human interaction in digital marketing communications. It also examines the role of immersive technologies, such as augmented reality (AR) and virtual reality (VR), in shaping consumer experiences. The research contributes to the understanding of how businesses can leverage AI, big data, and automation tools to create highly personalized and efficient marketing campaigns while maintaining consumer trust. Practical significance. The results of the study offer valuable recommendations for businesses seeking to optimize their digital marketing strategies. Companies that effectively integrate emerging technologies and data-driven approaches into their marketing efforts will gain a competitive advantage. However, ethical considerations, including data privacy, transparency, and consumer trust, should remain a priority. The findings also highlight the necessity of developing adaptive marketing strategies that align with evolving market trends and technological innovations.
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