ТЕНДЕНЦІЇ РОЗВИТКУ МАРКЕТИНГОВОЇ КОМУНІКАЦІЇ В УКРАЇНІ

Abstract

The article examines the trends in the development of marketing communication in Ukraine, because with the emergence of search engines such as Yahoo, AltaVista, and later Google, new opportunities for promotion in the network appeared. As a result, the concept of search engine optimization (SEO) and contextual advertising arose. Since then, companies have started optimizing their websites to improve their search engine rankings. The concept of innovation and features of marketing communication are defined, the essence of electronic business and electronic commerce is considered. Types and features of virtual goods (stores) are considered: corporate virtual stores and intermediary virtual stores. An analysis of online marketing, as well as the number of Internet users worldwide for a certain period, was carried out. We considered the reasons for the growing popularity of online marketing and expanding the possibilities of its use. It is analyzed how the war affected the e-commerce market and the development of marketing communication in Ukraine. The scope of the e-commerce market in Ukraine is considered. The article analyzes the costs of Internet advertising in Europe. The concepts and features of interactive advertising are defined. Progressive methods for the latest communication technologies are evaluated, such as: social networks, wearables – mobile devices, youtubers, content marketing, crowdsourcing and co-creation, experimental and reverse marketing, holistic marketing, Lovemarks marketing, viral and guerilla marketing. Customer relationship management, the use of new technologies in modern marketing, individual video content, Beacon – Proximity, accessibility of social networks, 3D printers, visual Internet, mobile applications, smart sensors and geoentertainment are characterized. It was analyzed that every year marketing communications continue to develop, new technologies, strategies and approaches appear to meet changes in consumer behavior and technology. Successful marketing requires constant improvement and adaptation to change, and companies that are open to new ideas and willing to experiment will have a better chance of success in the future.