МАРКЕТИНГ ИННОВАЦИЙ И ПЕРСПЕКТИВЫ РАЗВИТИЯ ЕГО В УСЛОВИЯХ ЦИФРОВОЙ ЭКОНОМИКИ

Abstract

During the development of the Marketing 5.0 complex, it is important to consider the fea-tures and specifics of the modern development of innovative marketing, marketing activities, marketing of innovations, which is especially important for the system of promotion of products, goods and services on the Internet. The article presents strategic directions for the development and improvement of innovation marketing at the stage of development of the digital economy. The advantages and disadvantages of using marketing tools to promote innovation at each stage of the development of the digital economy, according to the national program, are grouped during the evalua-tion of the results of marketing research. In the course of scientific research, a scientific novelty has been formulated, which consists in the formation of groups of digital and innovative technologies and tools for the development of marketing activ-ities that are used in modern practice of ecosystem development. The main hypothesis of the scientific research has been formed and proves that innovation market-ing is developing rapidly and the use of innovative tools and technologies transforms marketing activities and forms a new paradigm, improving business processes under the influence of ecosystem formation, which also affects marketing activities. Modern innovative marketing tools are presented, which are aimed at improving the efficiency of all stages of the business process, increasing the resulting performance indicators of companies.