INNOVATIVE APPROACHES TO MARKETING IN THE ERA OF DIGITAL TECHNOLOGIES

In the modern world, approaches to marketing activities are undergoing significant changes due to the popularization of digital technologies and the implementation of innovative methods. Accordingly, the current stage of IT technology development is characterized by extremely rapid progress, as innovations are evolving at a very fast pace [1]. Thus, in the present era, digital technologies are transforming not only the ways of communication but also the principles of doing business, particularly in the field of marketing. Overall, digitalization has had a significant impact on and transformed the economy, especially marketing, which has become a center of innovation. A more detailed examination of this topic reveals its relevance: due to the rapid shift in consumer behavior, the growing volume of data, the development of artificial intelligence, and the automation of processes, companies are forced to seek and implement new strategic approaches.