Improvement of marketing tools for ensuring the development of the innovative potential of aviation enterprises
Authors:   National Aviation University, Smilyanets V. V. 
Published: January 2024

The aim of the article. The purpose of the study is to improve the marketing toolkit for ensuring the development of the innovative potential of aviation enterprises. The results of the analyses. It has been established that traditional marketing is no longer sufficient to target the modern consumer, as his needs and requests are changeable, flexible, shaped by the influence of the global competitive environment in the air transportation market. Analysis of consumer behavior and permanent communication between airlines and customers is an indispensable attribute of marketing activities. The improvement of marketing tools for ensuring the development of the innovative potential of airlines emphasizes the need to increase the volume of initial marketing data for the formation of innovative policies, the collection, processing and interpretation of which is impossible without digital marketing tools based on artificial intelligence and machine learning in real time. Adaptation of products and services of air carriers to new market demands in conditions of quite strong competition requires the introduction of progressive marketing tools and technologies, which includes Growth-Hacking. At the stages of development of an innovative offer, Growth-Hacking is aimed at conducting experiments to find the correspondence between new market value and consumer needs. At this transition of a product innovation from concept to marketing and sales, Growth-Hacking tools intersect with adaptive marketing tools in targeting the airline's efforts to attract customers by meeting their needs. If adaptive marketing at this stage operates with general tools for assessing the target audience, strengthening customer relationships, developing a competitive advantage strategy, then Growth-Hacking is aimed at experimental conversion testing through chatbot tools, gamification, conducting usability tests with customers, customer surveys, analysis of customer reviews, use of heat maps. Collecting data and feedback from real customers at this stage helps inform experimentation to find an innovative solution. The creation of a comprehensive system of marketing tools to ensure the development of innovative potential is of crucial importance for the airline's competitiveness, allowing to offer customers more innovative and improved products and services relevant to their needs. Conclusions and direction for further research. The marketing toolkit for ensuring the development of the innovative potential of airlines has been improved, which is proposed to be formed on the basis of the synthesis of digital marketing, adaptive marketing and Growth-Hacking-marketing. The proposed approach covers all stages of the innovation process with marketing tools, starting from the generation of an innovative idea to the implementation of innovative products and services of airlines, therefore its implementation into a functional model of the development of innovative potential is rational. The advantage of the author's vision is the scientifically based marketing tools proposal of the relevance of the innovative idea to the needs and requests of consumers (adaptive marketing based on big data), its quick and cost-effective implementation (Growth-Hacking approach). With the perspective of further research, it is expedient to determine the justification of approaches to the strategic focus of the marketing concept on the development of the innovative potential of aviation enterprises.