THE ROLE OF MODERN INFORMATION TECHNOLOGIES IN ENSURING EFFECTIVE MARKETING PLANNING

The article explores the significance and growing role of modern information technologies in the process of marketing planning within enterprises operating in the era of digital transformation. The focus is placed on identifying key IT tools that enhance the efficiency, flexibility, and accuracy of decision-making in the strategic planning domain. In particular, the study highlights Customer Relationship Management (CRM) systems, big data analytics platforms, marketing process automation, and the integration of artificial intelligence as the primary technological drivers of change in marketing practice. The author emphasizes that the implementation of these technologies enables companies to personalize communication with consumers, improve forecasting of market trends, and respond more effectively to dynamic external conditions. The article also systematizes practical experience in applying digital tools in marketing activities across different industries and business models. Furthermore, the article outlines the conceptual framework for the integration of digital technologies into the marketing planning process and substantiates the theoretical basis for their use. Emphasis is placed on the need to revise traditional approaches to strategic marketing, given the new competitive landscape defined by data-driven decisions, customer-centricity, and operational agility. As marketing becomes increasingly dependent on information flows and analytics, the ability to effectively manage digital resources emerges as a crucial competency for modern businesses. The relevance of the topic stems from the global trend of digitalization and the necessity for enterprises to adapt their marketing strategies accordingly. The work considers the conceptual, methodological, and applied aspects of IT usage, without presenting final research results, in line with the scientific requirements for extended abstracts. Additional attention is given to the role of digital ecosystems and cloud-based infrastructure, which facilitate the scalability and integration of marketing tools. These technological foundations allow for seamless data flow between departments and enhance coordination between strategic and operational levels. Moreover, the study addresses the challenges that may arise in the implementation phase, such as resistance to change, lack of digital skills, or technological fragmentation, suggesting the importance of organizational readiness and continuous learning. Finally, the abstract underscores that marketing planning in the digital age requires a new mindset that integrates analytical thinking with creative flexibility, supported by a robust digital infrastructure that serves as the backbone for agile and data-informed decision-making.