Digitalization and technological trends in marketing: prospects for Kazakhstan

The article examines the impact of digitalization and technological innovations on marketing strategies in Kazakhstan. Key trends are considered, including the use of big data, artificial intelligence, social media and personalization, as well as their importance for predicting consumer behavior and business competitiveness. The main focus is on the development of information and communication technologies, the growth of Internet usage and the integration of digital tools into business processes. The article analyzes the problems of introducing marketing innovations in Kazakhstan and suggests ways to solve them, such as government support, staff training, the development of an innovation ecosystem and partnership with international experts. It also examines the impact of external factors, including changes in consumer preferences and business social responsibility. Based on data on the growth of Internet usage and the volume of ICT services, a forecast has been made for the coming years, indicating positive dynamics. The authors conclude that flexible strategies for adapting and implementing technologies are necessary to increase the competitiveness of companies. The work highlights the importance of employee training and the formation of sustainable business practices in the context of globalization and technological progress.