УПРОВАДЖЕННЯ НОВІТНІХ ІНСТРУМЕНТІВ МАРКЕТИНГОВОЇ КОМУНІКАЦІЇ ДЛЯ ФОРМУВАННЯ ЛОЯЛЬНОЇ ПОВЕДІНКИ СПОЖИВАЧА

Abstract

In the modern economic context is characterized by extremely fierce competition in attracting or retaining different segments of consumers. The coronavirus pandemic in early 2020 changed the whole model of the world we are used to, which was difficult to predict. In a pandemic, life has changed, ambitious business plans, communication and marketing strategies have lost their relevance. Business was faced with a choice - to stop or try to adapt to new conditions. These changes are irreversible, and to survive in the post-quarantine period and stay afloat, you need to accept the situation, be ready for change, become flexible and see the prospects in the circumstances. 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 shapes our reality. To gain a competitive advantage in this environment, you need to learn to constantly adapt to it. It's not as easy as it may seem at first glance, but without this skill it is now difficult to survive in the market. The efforts of marketers are updated through the introduction of technological tools of communication and sales and are the path to success in business. The most important part of marketing activities is considered to be marketing communication, the task of which is to attract the attention of suppliers and buyers. Providing information about goods and services facilitates the decision to purchase. The current situation has not only led to the intensive penetration of new technologies into our lives, but also radically changed the very values of marketing, making a priority aspect of safety and care for the health of the client, not just making a profit. In addition, the ensuing crisis has shown all market players how important it is to develop their adaptive capabilities and be prepared for new challenges in the future. The article highlights the main tools used in marketing communication to establish effective contacts with consumers. The ability to use the volume and composition of marketing communications, the array of information broadcast with their help, to correct consumer behavior in a favorable way for the company is extremely important in a competitive environment.