FEATURES OF PROMOTION OF CREATIVE INDUSTRIES SERVICES BASED ON DIGITAL MARKETING TECHNOLOGIES

Currently, the development of the socio-­cultural life of the country is carried out at a fairly rapid pace. The 2020 pandemic was a turning point in this process: many cultural institutions, not wanting to lose their audience, began to use various forms of online promotion of their services. They began to actively master interactive forms of events, online communication with visitors. This trend has not lost its relevance even after organizations and institutions quit remote work. The issue of promoting products and services of creative industries is of particular relevance. Creative activities combine creativity with innovation. The purpose of the study is to develop practical recommendations for the promotion of creative industries services based on Internet marketing technologies. To achieve this goal, the work systematizes knowledge about the specifics of the development of creative industries, assesses their economic potential, develops stages aimed at promoting the organization of its services, adapts well-known theories and practices of digital marketing technology in relation to the industry under study. The object of the study is the domestic creative industry, the subject is the system of relationships between the main stakeholders in the process of promoting the creative industry. The following scientific methods were used in the course of the work: descriptive, analytical, statistical. The study has developed and tested a system of criteria to assess the effectiveness of the functioning of modern creative industries. A mechanism for promoting services in the field of cultural industries using Internet marketing technologies has been developed, including elements of a communication strategy, the most appropriate digital channels and tools for promoting cultural goods.