MODERN EFFECTIVE MARKETING TOOLS FOR BUSINESS DEVELOPMENT

Abstract

The conditions for the functioning of the modern economy, which are characterized by fierce competition, require the management of companies to constantly modernize the business processes of the enterprise, the use of innovative tools and technologies in general and marketing in particular. This study is devoted to the generalization and substantiation of the essence of modern innovative marketing tools for business development. Thus, the paper reveals the essence of the most common marketing tools on the Internet, namely SEO (search engine optimization), contextual advertising, email marketing, SMM (promotion on social networks), event marketing (event marketing) and chatbots. It should be noted that in recent years, modern business is very active in its marketing activities of mobile devices. Therefore, the article also provides an analysis of recent studies to assess the impact of mobile devices on the world economy. It is concluded that mobile traffic is rapidly displacing desktop traffic, and companies need to take this into account when formulating a strategy. It was noted that the most modern example of this in Ukraine is an experimental draft concept in the field of electronic administrative services, which was announced by the 6th President of Ukraine - Volodymyr Zelensky - "State in a smartphone". The generalization of the use of chatbots by modern enterprises as one of the effective innovative tools has made it possible to identify the main advantages and disadvantages of their use. Recommendations for the formation of an effective marketing strategy of a modern enterprise were also offered. Among which were identified: 1.The use of marketing tools in the enterprise should be expanded and modernized. It is necessary to use modern innovative technologies, especially Internet technologies. 2. Business needs to focus on people. Almost all successful companies and brands in the long run are those that successfully satisfy the desires and needs of people. 3. It is advisable for marketers to focus on those tools that are most important for this business. The focus should be on more rational tools than using the budget to try to apply most of them.