THE INNOVATIVE MARKETING MANAGEMENT SYSTEMS IN DIGITALIZATION CONDITIONS
Authors: CHERNIAVSKA Olena , KAZNODII Vitalii 
Published: July 2024

THE PURPOSE OF THE ARTICLE is to theoretically deepen the essence of marketing management and determine the main components of the innovative marketing system through the prism of digital technologies. RESEARCH METHODS. During the research, various general and scientific methods were used to obtain a detailed understanding and analysis of this problem: the method of literary analysis; empirical methods; analytical methods; expert methods; tabular and graphic method. PRESENTING MAIN MATERIAL. The marketing management system in the era of digitalization includes the use of digital technologies and online tools for planning, implementing and measuring marketing strategies and campaigns. The marketing management system takes into account changes in consumer behavior, the speed of technological change, and the availability of large amounts of data. Digital transformation requires enterprises to constantly adapt to new technologies and changes in consumer trends for effective marketing management. It has been established that digitization plays an important role in all marketing in any field of the enterprise, which helps to collect huge amounts of data, analyze them with the help of artificial intelligence and accurately determine the vector of campaign development. The integration of CRM systems, the automation of marketing processes and the use of analytics make it possible to more accurately define the target audience and personalize offers. A comprehensive study of innovative digital marketing tools becomes an important stage for understanding their impact and optimal use, which allows companies to effectively adapt to changes in the digital environment, increases their competitiveness and helps build strong relationships with customers. Innovative development of the marketing service should be aimed at ensuring a high level of customer satisfaction and adaptation to the rapidly changing market environment. Technological innovations affect the competitiveness of business organizations, providing them with the opportunity to adapt to changes in market conditions and meet the needs of modern consumers. Companies that successfully incorporate digital technologies into their marketing strategy are often able to compete more effectively and ensure sustainable growth. CONCLUSIONS. In the research process, it was proven that the conditions of digitalization define a new context for marketing, requiring enterprises to adapt to a rapidly changing environment. Innovative marketing management systems play a key role in ensuring the efficiency and competitiveness of companies in a digitalized world. So, among the innovative systems of marketing management of digitalization conditions, we included: analytics and artificial intelligence; content marketing and interactive content; social media and influencer marketing; mobile marketing and marketing using messengers; e-commerce and personalized recommendation system; marketing automation; blockchain technology for trust and transparency. Innovative marketing management systems in conditions of digitalization allow companies to interact more effectively with the audience, adapt to changes in market conditions and increase competitiveness. Together, these systems can create a powerful marketing stack to function successfully in a digitalized economy. KEYWORDS: innovative systems; marketing management; digitalization; digital technologies; marketing strategies; digital transformation; artificial intelligence; company development vector; CRM systems; automation of marketing processes; target audience.