ЕВОЛЮЦІЯ МАРКЕТИНГОВИХ ТЕХНОЛОГІЙ В КОНТЕКСТІ МАРКЕТИНГУ ТЕРИТОРІЙ ТА РЕГІОНАЛЬНОГО РОЗВИТКУ

Abstract

The relevance of the article is determined by the need to determine the essence, features and areas of application of special technologies of marketing territories, understanding the importance of matching a set of marketing technologies to a certain marketing concept and the life cycle of the territory, increasing the requirements for the level of professionalism in choosing investment directions in marketing and areas of application of marketing tools in the processes of social economic development of countries, regions, cities, communities. The purpose of the article is to study the evolution of marketing technologies, to deepen their understanding in the context of marketing territories and the need for their effective application in the processes of socio-economic development of regions. The оbject of the study is the evolution of marketing technologies of marketing territories and directions of their application in the socio-economic development of territories. Research methods include desk research, theoretical generalization, system analysis, synthesis, abstract-logical, visualization of results. The research hypothesis was formed based on the importance of territorial marketing, its traditional and innovative marketing technologies (MarTech) for the formation and implementation of strategies for socio-economic development of territories; confirmation of constant renewal and transformation of marketing technologies under the influence of new trends, new means of communication, new consumer culture, new generations of consumers. Presenting main material. The authors justified the definition of marketing technology in the marketing of territories as a set of methods, processes, marketing tools, knowledge, methods, methods, procedures for making and implementing marketing decisions regarding the definition and creation of new values aimed at the formation, support and development of long-term mutually beneficial partnership relations between local self-government bodies and target audiences. It is emphasized that the use of marketing technologies in territorial and public administration faces problems related to the need for a deeper understanding of the specifics of the use of marketing tools in the public sector and local self-government. The article identifies certain key factors contributing to the effective use of marketing technologies to increase the attractiveness of regions for various target audiences. Originality and practical significance. Special attention is paid to the historical evolution of marketing technologies and their transition from traditional methods to modern digital solutions. It is emphasized that the evolution of marketing technologies reflects the general technological progress of society, allowing specialists to constantly improve the efficiency of their activities and interact more deeply with the target audience. The article collects and systematizes recommendations that can serve as a basis for further strategic decisions in the development and management of territorial resources. Conclusions and prospects for further research. Differences in terminological approaches to the definition of marketing technologies testify to their versatility and variety of applications. This requires researchers and practitioners to have a deeper understanding of the directions of integration of marketing technologies into regional development strategies and programs. The use of traditional and innovative marketing technologies allows digital or physical marketing teams of local governments to solve marketing tasks to achieve the goals of socio-economic development. Despite the significant benefits, the application of marketing technologies is accompanied by certain challenges, including compliance with the current marketing concept, further automation and digitalization of marketing, the need for data protection, privacy and risk management. Solving these issues will require additional research and adaptation of marketing innovations to domestic conditions and requirements of the digital and creative economy.