FEATURES OF FORMATION OF INNOVATIVE TOOLS OF MODERN MARKETING IN THE CONDITIONS OF TRANSFORMATION OF DIGITAL ECONOMY

Abstract

The purpose of the article – is to identify and analyze the current trends of innovative marketing communication technologies and their impact on the business and potential consumer in the context of digital transformation. The research methodology of the study is the application of methods of analysis, synthesis, comparison, generalization, prediction, as well as the use of a systemic approach. The scientific novelty is due to the fact that the article considers modern trends in the development of innovative marketing, as well as the formation of marketing communications in a digital environment, their difference from traditional channels. It is proposed to use the most modern and promising digital marketing tools. Conclusions. As a result of the study, it was established that digital technologies that form marketing tools have the potential to ensure the efficiency of marketing activities in the digital business environment, affect the growth of the speed of these actions, the growth of scale, and the adaptability of business processes of enterprises. It has been proven that the use of digital technologies in marketing allows us to provide constant feedback and develop individual offers, increase consumer interest in marketing programs, which will radically change marketing results and increase business profitability. It is justified that with the right combination of innovative marketing tools, you can create a marketing strategy that will constantly develop, which will deepen multi-channel communication with both the consumer and partners, which in turn will contribute to the implementation of the concept of sustainable marketing. Key words: digitalization, marketing tools, digital economy, business, marketing efficiency.