Основні тренди маркетингової діяльності: світовий погляд

Abstract

Abstract. Introduction. The penetration of new technologies into our lives has fundamentally changed the very values of marketing, making the aspect of safety and care for the client's health a priority, and not just obtaining commercial profit. In addition, the onset of the crisis showed for all market players how important it is to develop their adaptive capabilities and be ready for new challenges in the future. Purpose. The purpose of the article is to reveal the essence of trends in marketing activity; determination of marketing trends in 2020-2023. Results. The article attempts to understand and formulate the processes taking place today in the market of marketing communications: changes in the needs, habits and other characteristics of consumers, new ways of winning their loyalty and competitive features, strengthening the role of socially responsible behavior of companies and brands, active development of educational communications, etc. The problem of changing marketing communications and trends in 2023 towards wider use of Internet communications and digital technologies is formulated. The purpose of the study is to present an overview of trends in the development of marketing communications in 2020-2023. The need to develop methods for evaluating new instruments is considered, creating a platform for future research. Conclusions. Among the limitations, one can single out dynamic changes in marketing communications, which makes it difficult to track current trends and complicate their integration into the marketing activities of companies. Moreover, the narrowness of the development of trends does not allow finding new personnel and methods of quick adaptation to changes. The coronavirus pandemic at the beginning of 2020 changed the entire model of the usual world. Previous marketing strategies, including on the Internet, will now also be effective. Many brands have significantly changed their approaches to marketing in general, and new trends have emerged in the field of digital communications. The digital environment lives by its own laws, it changes and formats our reality. To gain a competitive advantage in this environment, you need to learn to constantly adapt to it. Prospective areas of research will create a basis for evaluating new marketing trends.