Marketing tools as an element of innovative development and demand generation in conditions of uncertainty

will help in innovative development and demand generation for companies under conditions of uncertainty.The aim of the research is to determine the essence, main advantages and features of the use ofmarketing tools in the context of innovative development, demand generation and uncertainty.Research methods. The article uses general research methods, as well as special economicmethods, methods of abstraction, induction, analysis and synthesis, grouping, classification, graphicaland tabular methods.Results of the investigation. It has been established that in the context of rapid changes in theeconomic environment and globalization, market competition is becoming increasingly intense. It isdetermined that marketing tools play a key role in generating demand, as they allow for more accuratemonitoring of market changes, forecasting consumer behavior and adapting offers to their new needs.It is proved that in the face of uncertainty and changes in consumer preferences, tools such as digitalmarketing, social media, content marketing and personalization of offers are becoming important,allowing effectively communicating with the target audience and responding to its needs in real time.The article analyzes innovative approaches to marketing that help enterprises not only attract newconsumers but also create brand loyalty, which is an important aspect of successful development inthe face of unpredictable changes in the market. The author proposes a definition of marketing toolsas methods, tools and technologies used to analyze the market, identify consumer needs, promoteproducts and build long–term relationships with customers, covering a wide range of areas (fromclassic tools such as advertising and direct marketing to modern digital technologies such as socialmedia, data analytics and marketing automation).Scope of the results. Marketing, communication marketing, management, advertising, riskmanagement, economics.Conclusions. It has been established that the main marketing tools are dynamic combinations ofplatforms and services (including social media, email marketing, SEO), which are called modern digitalmarketing. The following basic marketing tools have been identified: Ranktracker, Sendinblue, HubSpot,Statusbrew, Google Analytics, WordPress, Slack, BuzzStream, Basecamp, Filmora, which are an elementof innovative development and demand generation in conditions of uncertainty and can improve theimplementation of marketing strategies of various companies in social networks. It is proved that withthe help of these tools it is possible to automate many processes and optimize marketing campaigns,which will lead to their further innovative development and competitiveness, as well as the formation andincrease of demand for companies’ products under conditions of uncertainty and risk.