ОСОБЛИВОСТІ ФОРМУВАННЯ МАРКЕТИНГОВИХ ТРЕНДІВ

Abstract

The article is devoted to the peculiarities of the formation of marketing trends. The need to study the trend as a phenomenon is proved. Definitions of the concept of "trend" by various authors are given. The versatility of the problem under consideration is emphasized, as a single definition of the trend has not been formed. The types of marketing trends that are manifested at the global level are considered. Particular attention is paid to the consideration of Digital Marketing, as it is implemented through the use of digital technologies and electronic devices. The necessity of taking into account when forming a strategy of partnership relations with its clients (1-to-1 marketing), creativity and innovations, features of viral and partisan marketing, as well as additional value is substantiated. It is explained that 1-to-1 marketing is direct marketing, which involves communication between seller and consumer face to face. Creativity and innovation are shown to be a trend that correlates with Digital Marketing, as most innovation is in the IT sector. It is demonstrated that viral and guerrilla marketing is a trend whose popularity is growing due to sales through popular social networks and platforms. Peculiarities of formation and development of Ukrainian trends are outlined. The following features of Ukrainian trends are emphasized: omnichannel, increasing the importance of marketing for business, the transition to digital marketing, increasing competition for the consumer, a high level of concentration on quality content, promoting of promoting goods and services through the use of thoughts leaders. The reasons why Ukrainian companies are actively investing in the development of digital marketing are explained: the dynamics of Internet penetration into the lives of consumers increased from 12% in 2004 to 71% in 2019. The marketing trends inherent in the brewing industry of Ukraine are studied: deeper support of sales of premium products, changes in the structure of segments, mergers of enterprises, reduction of average retail value of sold products, growing popularity of PET packaging, reduction of production and sales.