Modern Marketing Tools Research Articles

СУЧАСНИЙ ІНТЕРНЕТ-МАРКЕТИНГ З ВИКОРИСТАННЯМ ТЕХНОЛОГІЙ ШТУЧНОГО ІНТЕЛЕКТУ

The article discusses the essence and features of modern Internet marketing based on the use of artificial intelligence (AI) technologies. The article examines how AI can help online marketers collect and analyze consumer data, segment and personalize audiences, create and distribute effective content, optimize and automate advertising campaigns, and measure and improve marketing results. The article also analyzes the latest trends in the use of AI technologies by Ukrainian and foreign companies and identifies their advantages.The investigation identified effective AI tools in online marketing, such as chatbots, recommender systems, text generators, sentiment analysers, face and speech recognition systems, etc. The article presents a comparison of AI tools in online marketing of Ukrainian and foreign companies. Foreign companies use modern products that have no analogues in Ukraine. This is due to the popularity of the trend of using AI technologies in foreign companies. In Ukraine, this trend is developing and we can see it in the use of chatbots and CRM systems. They have been implemented by such companies as PrivatBank and Promodo. Despite this, the development of foreign companies is progressive. Previously, only large corporations could afford to use AI technologies, but now young startups are catching up with the trend. AI combined with human capabilities can actually turn business into a universal tool for profit. However, this path is not without obstacles, so the article highlights the challenges of AI that may affect the economic, legal, ethical, and social spheres of life. Scenarios for preventing possible problems allow for the effective use of AI's potential. The article suggests measures that should help society adapt to changes in the socio-economic environment associated with the displacement of humans by AI. It is important to understand the advantages and disadvantages of modern online marketing tools to ensure effective solutions to business problems.

RESEARCH OF MODERN DIGITAL MARKETING TRENDS

Today's digital marketing is undergoing significant changes due to digital transformation. The article explores the key trends shaping the modern digital marketing paradigm, including process automation, content personalization, the use of big data, as well as the latest digital technologies such as VR and AR, artificial intelligence. The article pays special attention to the challenges and opportunities that companies face in the process of adapting to the digital environment. The article analyzes modern digital marketing tools. Today's digital marketing tools are essential for any business because they allow you to reach your target audience through a variety of digital channels. They provide effective interaction with customers, including personalization of communications and offers. During the study, the practical aspects of the integration of digital technologies into marketing activity with the aim of increasing its efficiency and effectiveness were determined. Modern digital marketing trends play a primary role in the development of a company's digital marketing strategy. A digital marketing strategy allows you to respond more quickly to changes in the market and adapt to new conditions, which ensures the sustainable development of the company in the conditions of the digital economy. In today's world, where digital transformation is transforming business processes and consumer habits, digital marketing is becoming a necessity for businesses in all sectors of the digital economy. An analysis of modern digital marketing trends demonstrates that automation strategies, the use of big data, personalization of content and the introduction of the latest technologies are critical for successful competition and attracting the modern consumer. Modern digital marketing tools are analyzed, the advantages of the development of digital tools in the context of digital marketing are determined and substantiated, practical aspects of the integration of the latest technologies in marketing activities are proposed to increase their effectiveness and efficiency. The integration of digital technologies and tools allows companies to quickly adapt to changing market conditions and remain competitive. This contributes to the creation of more flexible, adaptive and personalized marketing strategies that meet the modern needs of consumers. The results of the conducted studies emphasize the importance of constant improvement of marketing strategies and adaptation to rapidly changing market conditions to effectively use the potential of digital tools in marketing activities.

A STUDY ON CONSUMER BEHAVIOUR THROUGH ADVANCED MARKETING TOOLS

The article is devoted to the study of consumer behavior using modern marketing tools. The author proves that in today's dynamic digital world, where competition is fierce and market trends are constantly changing, it is crucial for business survival to have a comprehensive understanding of consumer behavior and be able to effectively manage it. This is due to fierce competition and constant changes in market trends. The purpose of this article is to substantiate the peculiarities of researching consumer behavior using modern marketing tools. This study explores the complex relationship between the use of innovative marketing strategies in the digital sphere and the regulation of consumer behavior. In an attempt to find out how businesses can effectively overcome the obstacles associated with the digital ecosystem, the research article uses both empirical data and theoretical foundations. Using the results of surveys, the author identifies the main marketing tools. The research results suggest that modern marketing tools have a significant impact on managing consumer behavior in the digital age.

Digital social media marketing as a surmounting measure in Post-Covid-19 era

Web theory is a relatively young field and the technicians at the vanguard of Web design are often not sufficiently academically oriented to create the pertinent theories, there is a dearth of literature in this area. The modern world is online, making social media the most pervasive, dynamic, and crucial of all modern marketing tools. They will be a part of every marketing campaign that is successful. Businesses are investing in digital marketing more and more as awareness of its importance grows, as do the demands placed upon it. It must adapt to changing consumer behavior in order to stay competitive and draw in new clients. They must also adjust how they interact with their existing clientele.

MARKETING STRATEGY FOR 109 PILLOW THROUGH TIK TOK LIVE (STUDY AT PT SEMOGA BERKAH SUKSES GROUP

The whole world knows that there has been a pandemic phenomenon for 2 years in all countries including Indonesia, this has made some people's habits change, including in buying a product or shopping. The existence of social media is now not only used as a means of entertainment, but as a modern marketing tool used by many businesses to reach buyers on a large scale. This study aims to analyze what Social Commerce Strategy is carried out by PT. Semoga Berkah Sukses Group or more familiarly known as 109 Pillow Official through the Tik Tok Live feature to increase sales. This study uses a qualitative method approach with an analytical descriptive model. Data collection was carried out through observation, documentation studies and interviews with 109 Pillow owners and their Live Hosts. The results of this study indicate that consistently live streaming by implementing several strategies optimally is the biggest cause of increased sales.

The Potential of Influencer Marketing in India for Enhancing Brand Promotion and Recognition Amid the Covid-19 Crisis

During the COVID-19 pandemic, a significant rise in screen time and online shopping was observed as a consequence of the nationwide lockdown. Consequently, many brands and enterprises turned to influencer marketing to capitalise on this online opportunity. Influencer marketing serves as a modern and robust marketing tool aimed at attracting the millennial demographic, particularly in the country. It can be viewed as an extension of conventional word-of-mouth marketing strategies. Consumers have instant access to a wide array of products at their fingertips, thanks to the advancements in smartphones and emerging communication and information technologies. This study seeks to explore the impact of social media influencers on enhancing brand visibility through Information and Communication Technologies (ICT) and their influence on consumers' purchasing behaviour during and after the pandemic. The research approach is a mixed method, combining qualitative and quantitative methodologies. Within the quantitative research paradigm, semi-structured interviews were conducted. The researcher also delved into two theoretical frameworks, namely the two-step flow theory and social learning theory, to provide a more conceptual understanding of the research domain. The insights gathered from this study will not only benefit academic researchers but also enable businesses to gain a comprehensive comprehension of consumers and modern digital marketing trends.

INNOVATIVE MARKETING SOLUTIONS AND VALUE CREATION IN AGRIBUSINESS: THE CASE OF SLOVAK WINERY

The creation of added value in the agro-sector is an essential part of the strategy of any business entity interested in a competitive position in the food market in a local, national, and international context. In the framework of the European Green Deal, the European food system known as the „Farm to Fork“ strategy, must bring the benefits to the climate, biodiversity, and health of population. One way how to achieve is the way of innovations in terms of technological or marketing progress or value added. The value created in the product creation process can be supported by appropriate innovative practices, with the effective involvement of modern marketing tools and the application of market segmentation. Each market segment and each level of the food system need different added value and innovations are perceived differently. Consumer perception we consider as an important aspect in successful implementation of the „Farm to Fork“ strategy at the level of consumer. Using the example of a Slovak wine producer, we point out the possibilities of using innovative marketing approaches to increase the value of a locally produced product (segmentation, marketing communication, event marketing and using social media). We used Google analytics to evaluate the quality of marketing communication. We chose the period from 01/04/2022 to 31/10/2022 as the monitored period because it is the period when the winery is most active from marketing point of view due to many wine tours and wine tasting that take place in observed period Moreover, the observed winery, Frtus Winery, is trying to reach a very specific target group (searching for luxury products) within in market segmentation process, so marketing communication and social media must consider this aspect. To increase the value of using social media for marketing communication, we recommend to create a content plan, use of storytelling and story selling, and to create video content. Using video as a marketing tool can be significant to the marketing strategy. Email marketing is not very new, but still interesting tool of digital marketing. The goal of email marketing is to increase customer loyalty to the brand and encourage repeated purchases. The key is keeping emails relevant and interesting. Last, but not least, we mention the marketing position of ambassador as a person who represents company/brand and cooperates with brand continuously. Ambassador can be an expert in certain field or influential figure. They have significant impact on brand reputation and sales. Keywords: innovative practices, food market, market segmentation, marketing communication, social media JEL: O13, M31, Q01

ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ: СУЧАСНИЙ ЕТАП ЕВОЛЮЦІЇ

The article is devoted to the study of the modern stage of the evolution of digital marketing. Attention is focused on the concept of marketing 4.0 with a focus on the differences in the application of marketing tools in the previous concept, which made it possible to distinguish the focus of marketing orientation at the present time. The main characteristic of Marketing 4.0 is the combination of traditional media (such as physical points of sale, television advertising, radio, etc.) and digital (e-commerce, online advertising, social media, etc.). This forces to reconsider how the customer interacts with the brand, what are the touch points, what is the path to purchase. Some concepts used by marketers, such as segmentation, targeting, positioning, customer journey, have been further developed. Alan Perez in his own research clearly distinguishes the differences in marketing concepts, therefore, in this study, the modern focus of marketing orientation was distinguished. A critically important customer segment is generation Z, which is characterized by individual self-expression, dialogic and realistic perception, refers to many sources of information and integrates virtual and offline experiences. Young people played that social role by creating and interpreting trends. They deeply believe in the effectiveness of dialogue to resolve conflicts and improve the world, make decisions and treat institutions very analytically and pragmatically. The behavior of Generation Z can be characterized by uncertain identity, dialogicity and realism, and consumption by uniqueness, limitlessness and ethics. The main marketing tools are analyzed and attention is focused on digital ones. The integrated approach of using traditional and digital marketing tools with the adaptation of traditional to the needs of the 4.0 concept using a personalized approach is analyzed. The relationship between modern marketing and artificial intelligence tools is indicated. The relationship of modern marketing with AI tools is reflected in such tasks as data creation and analysis, personalization, chatbots, automation of various aspects of marketing.

Approaches for the companies’ promotion in the modern business environment

In today's competitive market, promoting goods and services online is crucial to most companies' business strategies. Therefore, it's essential to understand and systematise digital marketing tools' principles, advantages, and disadvantages to optimize marketing strategies effectively. These tools allow businesses to adapt to market changes quickly, ensuring efficient use of the advertising budget and high returns on investment. Additionally, Internet marketing enables the creation of personalised approaches to customer interaction, boosting their loyalty and satisfaction. Internet marketing, or digital or online marketing, includes all activities promoting goods and services via the Internet. It involves using various online channels and platforms to interact with the target audience to increase brand awareness, sales, and customer loyalty. This article examines the unique aspects of using digital marketing tools and how to optimise their application. By analysing the theoretical and practical principles of modern digital marketing tools, the study categorises the benefits and drawbacks of various digital marketing techniques. The paper analysed the dynamic growth of Internet users worldwide and in Ukraine. The growth in Internet users is driving the development of digital marketing in Ukraine. Brands are actively implementing modern marketing technologies, such as SEO, SMM, content marketing, contextual advertising and email marketing, to reach their audience. The primary tools examined include Search engine optimisation (SEO), Content marketing, Social media marketing (SMM), Contextual advertising (PPC), Email marketing, Video marketing, Mobile marketing, and Influencer marketing. The authors stress the importance of using artificial intelligence to personalise marketing campaigns' target audiences. Automation allows companies to plan and execute marketing campaigns in advance, ensuring efficient management of time and resources, particularly for large companies with extensive marketing networks. The authors concluded that modern marketing technologies based on artificial intelligence and automation are the key to successful online brand promotion, ensuring the competitiveness and efficiency of businesses in the face of constant change.

Self-sufficiency of e-mail as a marketing tool

Through their development modern digital communication channels modify newly established patterns and very quickly influence changes in marketing practice. Starting from the questions of whether marketing messages sent to consumers via e-mail are useful or can they be used as a standalone tool, this paper presents a preliminary study conducted on a sample of 192 respondents. The study aims at collecting guidelines for a larger study on the impact of modern digital communication channels on consumer behavior, i.e. on the necessary adaptations in marketing practices that are already based on digital technologies. The paper specifically focuses on electronic marketing messages and newsletters as frequently used modern marketing tools. The research was conducted through a specially designed questionnaire and it has determined that e-mail as a standalone marketing tool is not effective and should be used in combination with some other tools. It has not been found that email positively influences the purchase decision nor is the newsletter as a marketing tool completely positively accepted by the respondents

ASSESSING THE EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS FOR ENSURING THE DEVELOPMENT OF THE ENTERPRISE

The article has shown that the development of information technologies has dramatically changed the cost of companies for marketing communications, in which the cost of the Internet communication began to increase at the fastest pace. In the face of unprecedentedly rapid growth of Internet users increases the need to form modern marketing tools, which allows you to use Internet resources to communicate with consumers, increase their awareness to promote the goods and services of companies. The purpose of the article is to provide practical recommendations for evaluating the effectiveness of digital marketing communications to ensure the development of the enterprise. The main characteristics of digital marketing communications are their personalization, targeting, integration into the general system of marketing communications, coverage of all digital communications channels and focus on a constant dialogue with the user. The classification of marketing communications with the inclusion of digitalization is systematized, which made it possible to show the current process of integration of the marketing communication system, the formation of a new type of advertising campaigns - TTL (Through The Line), change in the center (idea) marketing communications). It is shown that the metric evaluation of digital marketing communications should be based on a behavioral approach, namely consumer behavior model in the Internet environment with the inclusion of consumer involvement cycle. In the staff of the main tendency of development of Digital marketing communications: growing the fate in the budgets of the company, the meaningful deployment Strong emphasis on the measurement of the efficiency of the process of companion with the needer: active development of CRM technology, in the number of social social CRM (in social sets). Practice also shows that the pace of the efficient methods of the efficientness of the digital marketing of the marketing communications. The development of Internet technologies allows you to personalize marketing communications, that is, to make direct contact with each individual user and to configure your marketing communications system for the needs of individual users to carry out communications and other elements of a marketing company.

FUNCTIONAL MODEL OF THE MANAGEMENT SYSTEM FOR THE DEVELOPMENT OF INNOVATIVE POTENTIAL OF AIRLINE COMPANIES ON THE BASIS OF MARKETING CONCEPT

The article is devoted to the improvement of management of the development of the innovation potential of airlines, which ensures their competitiveness in the global market. The solution to the problems caused by the need to update systems and processes in response to rapid changes in market conditions and the emergence of new technologies is seen as possible through marketing concepts and their tools, which are an integral part of the model of managing the development of innovation potential. The aim of the study is to improve the scientific approach to the formation of a model for the development of the innovation potential of an airline company based on marketing concepts. Methodology. The suggested scientific approach to the formation of a model for the development of the innovation potential of an airline company is based on a study of marketing concepts, which are enclosed in the framework of A. Osterwalder and I. Pinier, based on the phased configuration of the innovation process and taking into account the coverage of functional blocks of innovation development, value proposition formation and implementation of innovations by modern marketing tools of airline companies, integrating the possibilities of developing innovation potential with the needs of the air transportation sector market. As a result of the research, it is proved that the conceptual basis of the functional model for the development of the innovation potential of an airline enterprise is within the holistic concept of marketing, and digital marketing has a conceptual impact on almost all stages of the functional model and is manifested in certain digital marketing tools, contributing to reducing complexity and increasing predictability in the processes of managing the consumption of innovations, prices for innovative products and services, monitoring consumer behavior, partnerships, etc. In addition, the scientific approach to the formation of a model for the development of the innovation potential of an airline company based on marketing concepts is based on the target benchmarks of the sustainable development strategy (macro-marketing concept), the development of value propositions (service dominance theory) and the imperatives of increasing competitiveness and financial success (competitive advantage theory). The practical significance of the results lies in the contribution to the understanding of the use of marketing mechanisms in the process of innovation and emphasizing the need to change the traditional paradigm of airlines' functioning, directing it towards innovative development and achieving competitiveness with a focus on customer needs. Value/originality. The improved scientific approach actually creates a comprehensive theoretical and organizational basis for marketing of innovations of airline companies and will contribute to the effective implementation of marketing support for the development of innovation potential.

“Strategic framing” as a modern marketing tool for book publishing management

Aim. To study the book market as one of the most specific branch markets where scaling is impossible and the only way to compete is to escape from it, and on the basis of the analysis to give an assessment of the competitive environment of independent bookstores in St. Petersburg.Objectives. To define the methodology of competitive environment analysis; to characterize the market of independent bookstores in St. Petersburg; to analyze the competitive environment of the most significant independent bookstores.Methods. The authors used general scientific methods: deduction, analysis and synthesis, logical analysis, methods of marketing research.Results. The strategic framing provides an opportunity to most fully assess the potential not only of a particular enterprise, but also of the industry as a whole. It allows you to assess the similarity and difference of your strategy in comparison with the strategies of competitors. All competitive niches are used by stores to a greater or lesser extent, which means that a new point of sale, in case of entering such a market, should offer innovation of value, and at least at the level of overlap with the practices of other industries.Conclusions. We have analyzed a segment of the book market - the market of independent bookstores. The stores were divided into competing groups, and their competitive advantages were evaluated using the so-called strategic framework method, which allowed us to determine that the modern market segment has exhausted the potential of the main value innovations proposed at the initial formation. On the one hand, this means increased competition and the need for old players to offer better service, on the other hand - the need for new players to create new values for the consumer.

Communication component in the formation of the image of higher education institutions based on a marketing approach

The work examines the communication component in the formation of the image of higher education institutions. The variety of approaches to defining the "marketing of educational services" category is summarized. The marketing of higher education institutions is substantiated within the framework of various concepts of marketing in the conditions of competition: production concept, product concept, sales concept, classical concept, socio-ethical concept. Partnership concept of marketing is singled out as a philosophy of higher education institution functioning. Attention is focused on the need to develop and implement an active marketing policy and use modern marketing tools and technologies for the development of the ecosystem of higher education institutions. The necessity of forming the image of a higher education institution as a certain system of evaluations of various target audiences, which are formed due to effective marketing communications, is updated. Establishing a partnership and deepening cooperation with partners of higher education institutions using marketing tools is an important tool for image activities of higher education institutions. Emotional marketing is one of the elements of forming a positive image, bright emotions and a sense of belonging to higher education institutions. This component has a direct relationship with the marketing and advertising of the university, because disappointments from expectations damage the image and reputation of the brand. A communication policy or a promotion policy, which involves the unification of all communication channels, tools and means of conveying information about the educational brand, educational product and educational services to target audiences, is one of priority areas of marketing activities regarding image formation. The necessity of forming a communication strategy of a higher education institution consisting of marketing, creative and media strategies is substantiated. Social media as part of the global digital infrastructure, which includes social networks, professional platforms, blogs, wikis and many other formats, is singled out as an important communication tool of institutions. The advantages of social networks for universities, namely: improved communication, activation of the processes of recruiting and admission of students, connections with graduates, dissemination of knowledge, promotion of research and achievements, strengthening of the brand, image formation and management of the university's reputation have been identified

The Impact of Modern Marketing Communication Tools to Increase Market Performance: The case of Commercial Bank of Ethiopia Addis Ababa

Purpose: The purpose of this research was to investigate the impact of modern marketing communication tools on market performance within the context of the Commercial Bank of Addis Ababa, Ethiopia. The study aimed to explore the relationships between these tools and various business outcomes such as increased sales volume, customer awareness, and market share expansion.
 
 Theoretical framework: The study developed a conceptual framework based on an extensive review of existing literature. The theoretical framework provided the foundation for understanding the relationships between modern marketing communication tools, customer satisfaction, and market performance. It incorporated relevant theories and models from the field of marketing and communication.
 
 Design/Methodology/Approach: The research adopted a mixed research design, combining both descriptive and explanatory methods. A quantitative research approach was employed to gather data from a sample of 384 respondents who are customers of the Commercial Bank of Ethiopia in Addis Ababa, specifically focusing on the east district. The data collection methods included questionnaires and semi-structured interviews. Additionally, secondary data was collected from academic journals, books, and online resources. The researcher utilized a convenience sampling technique for participant selection.
 
 Findings: The study's findings revealed a significantly positive impact of the implementation of modern marketing communication tools on the business. These tools contributed to increased sales volume, heightened customer awareness, and expanded market share within the industry. The research also identified diverse opinions on the role of these tools in enhancing customer satisfaction and their importance in customer retention.
 
 Research, Practical & social implications: The research findings have several implications for research, practice, and society. From a research perspective, the study contributes to the existing literature by providing insights into the relationship between modern marketing communication tools and market performance. Practically, the findings offer valuable insights for businesses, especially banks, on how to leverage these tools effectively to enhance their sales and customer engagement. Socially, the study highlights the importance of adopting modern marketing communication tools in businesses, potentially leading to economic growth and employment opportunities within the community.
 
 Originality/Value: The originality of this research lies in its focus on the Commercial Bank of Addis Ababa, Ethiopia, examining the specific impact of modern marketing communication tools within this context. The study adds value by providing empirical evidence and practical implications for businesses operating in similar environments, offering a valuable resource for academics, practitioners, and policymakers in the field of marketing and communication.

The Impact of Augmented and Virtual Reality Technologies on Customer Happiness in Immersive Shopping Experiences

This study investigates the impact of augmented and virtual reality (AR/VR) technologies on customer happiness in immersive shopping experiences in the Bahraini clothing market. A purposive sample of 500 respondents was used to collect data. The results demonstrate the significance of incorporating AR/VR technologies as a modern marketing strategy to enhance customer happiness and brand loyalty. The study also validated four hypotheses of the conceptual model, indicating that usability, functionality, customer involvement, and personalization directly influence customer happiness and satisfaction with the brand and shopping experience. Additionally, preferred techniques for implementing AR/VR technologies in shopping experiences were identified, including QR code scanning for virtual try-ons, 360-degree product views, AR/VR product showcases, AR filters on social media, virtual fitting rooms, and gamified shopping experiences. The findings suggest that international brands are leveraging AR/VR technologies as modern marketing tools in the era of artificial intelligence to gain a competitive advantage, and to encourage informed purchasing decisions.

Implementation of modern marketing tools in entrepreneurial activity

Marketing activity focuses on new forms of relations with consumers, and marketing communications determine the current research topic and its relevance. The purpose of the study was to substantiate the use of modern marketing tools in business activities to ensure the sustainable development of the enterprise. During the research, empirical methods were used to review and comprehensively present indicators and features of marketing activity and marketing tools, analysis, and synthesis for a visual representation of the features of marketing tools in use in modern conditions of entrepreneurial activity. Objective information on the state of the industrial products market and the presented elements of the industrial enterprise’s marketing activities have been systematized and analysed. A detailed analysis of current trends in the development of marketing activities and the impact of information technology on the development of entrepreneurship is carried out, which is now the basis for the formation of the necessary set of marketing tools that can be used to improve the efficiency of the enterprise. It was determined that in the transition to market mechanisms of functioning, Ukrainian machine-building enterprises needed to optimize their activities, considering the mutual influence of the components of each enterprise’s external market and internal marketing environment. It was concluded that Ukrainian enterprises are forced to pay great attention to the processes in a rapidly changing external environment to adapt and adapt to them promptly; this is especially important for industrial enterprises focused on marketing activities. The presented research in the form of recommendations for using marketing tools has practical significance for modern business structures

MODERN PARTNER MARKETING TOOLS ON THE B2B MARKET

The article describes modern tools that will help increase the success of marketing partnerships, based on the experience of leading Ukrainian enterprises in the development and implementation of marketing strategies of partner channels that have already achieved certain results. The key elements of a successful marketing partnerships strategy are covered, from identifying target partners and creating compelling value propositions to training and tracking campaign performance. The main performance indicators and key advantages for the marketing partnerships strategy are defined. Marketing materials that play a decisive role in attracting potential customers are indicated, and effective tactics of partnerships in digital marketing are also revealed. The study of modern partner marketing tools in the B2B market helps to study partnership strategies and their impact on the success of enterprises, providing ample opportunities for improving their management and achieving new business partnerships. Thanks to these tools, companies can effectively cooperate with other players in the market, expanding the customer base, increasing sales and profitability of enterprises.

Perspective of Marketing Mix Elements in Health Care Services – A Review

The success of healthcare services and diagnostic laboratories depends on their use of the marketing mix.Price optimization, service expansion, better health education, and more funding are also crucial. Clinical decisions depend onlaboratory diagnosis and test results, helping customize medication for a particular patient. Diagnostic labs are considered a "cashcow" for healthcare organizations. Marketing mix has been considered critical in the success of any service organization, and thesame applies to Healthcare too. A modern and valuable marketing tool in healthcare services is the marketing mix. Patientsatisfaction has been the goal of any healthcare organization's marketing activity, which is significantly influenced by the 7Ps of theservice marketing mix. Hospitals have been using the 7Ps of the marketing mix for a long time, and a lot of literature is available.At the same time, the literature on the applicability of marketing mix tools in the diagnostic industry is limited. Doctors andpatients disagree on what variables should be considered when picking a lab. This study seeks to review the marketing mix ofhospitals and their applicability in the diagnostic industry. A systematic review of relevant websites, articles, periodicals, and peerreviewedjournals on google scholar, the Internet, EBSCO host, and ProQuest was done. The paper enriches the literature onmarketing characteristics of health services from a diagnostic lab perspective. This study will be helpful for professionals inlaboratory business and count on their theoretical knowledge. Moreover, this article paves the way to further research in this fieldto find an appropriate marketing mix for the diagnostic industry.

Specific promotion of tourist services in social networks

The tourism industry is unique in that workers are part of its product. In today's conditions, a properly planned marketing policy and quality work in social networks undoubtedly add competitive advantages to tourism organizations, positively affecting brand recognition and customer loyalty and, as a result, increasing sales. Every owner of a company in the field of tourism - a small travel agency, a network of agencies, or a large tour operator - is interested in making his company known to as many potential customers interested in the offered services as possible. Social networks are often used as an effective and inexpensive way of promotion to attract a paying audience. The use of ICT, SMM technologies, and modern digital channels increases the effectiveness of business communications in tourism. The availability of the Internet has changed the nature of advertising goods and services, led to changes in user activity, and influenced how advertising offers are distributed. Among the modern information and communication Internet technologies that are included in the set of marketing tools that contribute to the promotion of tourist services, the most effective are search marketing, classified advertising, display advertising, sponsored links, email marketing, hidden (viral) marketing; user content; blogging and SMM marketing. To increase efficiency in the target market, tourism enterprises and companies must actively use modern instrumental marketing solutions and strategies to convey to consumers the value of the products and services they offer with the help of modern digital channels and SMM marketing tools. The main reasons why it is necessary to promote tourist services in the Internet environment and social networks are highlighted. The essence of the method of user participation in social network communities is revealed. The classification of communities in social networks has been carried out. Social media marketing is characterized by quick launch, broad reach, ease of use, and the possibility of instant interaction with customers. The use of social networks as a means of promoting a tourist product on the market is cost-effective. It provides an opportunity to reach a broad audience, promptly inform actual and potential customers about new offers, and create demand for tourist services. Keywords: social networks, tourism, tourist enterprises, services, target audience.