НОВІТНІ ТЕХНОЛОГІЇ МАРКЕТИНГУ: ТЕОРЕТИЧНІ ТА ПРАКТИЧНІ АСПЕКТИ

Abstract

The purpose of the article is a theoretical review of the formation and development of the latest marketing technologies and their practical adaptation to the entrepreneurial activity of Ukrainian business entities. The main marketing technologies developed by different markets and used by business structures of medium-sized businesses are considered. It is detailed that when conducting office research, marketers use Big Data technology as a technology for processing large volumes of structured and unstructured data for their further use in order to solve various tasks. It is specified that effective marketing technologies such as SMM (Social Media Markitang), SEO (Search Engine Optimization), Tableau technologies, Google Data Studio, Microsoft Power BI, TRI*M, digital advertising and CRM technology are in the arsenal of marketers for conducting field research. . The main new marketing technologies are separated, namely: NFT technology (Non-Fungible Tokens), AR/VR (augmented reality/virtual reality) technology and artificial intelligence technology. According to the conducted studies, it was established that CRM technology is currently used by all business structures, digital advertising technology - 95%, SMM technology - 85%, TRI*M and SEO technologies - 75%. It is detailed that artificial intelligence technology is used by large and medium-sized business companies in the following areas: personalized automation, omnichannel, omnichannel marketing, the field of brand community formation and creation of texts, images for its promotion, etc.