GLOBAL TRENDS OF DIGITAL MARKETING IN THE POST-WIDE PERIOD
Authors:   Kyiv National Economic University named after Vadym Hetman, Larina Yaroslava , Remez Uliana ,   Kyiv National Economic University named after Vadym Hetman, Korzhenovska-Kravchenko Anastasiya ,   Kyiv National Economic University named after Vadym Hetman
Published: August 2023

Abstract. The purpose of the article is to identify the most relevant elements and marketing tools of digitization, as well as to summarize the current global trends of digital marketing in the post-Covid period. The set goal determined the solution of the following tasks: 1) to analyze the current tools of digital marketing in the pre-covid and post-covid periods; 2) consider successful practices of using digital marketing by global companies; 3) to compare the scope of application of classic and innovative marketing tools, to determine the reasons and consequences of abandoning classic marketing tools. The research used the methods of system analysis, generalization, comparison, the graphic method. The importance and prospects of digital marketing as an effective tool for the development of modern business in the post-Covid period are substantiated. The expediency of transforming the current behavior models of enterprises in the market environment is argued, taking into account the possibilities of applying digital marketing as an effective tool for their sustainable and effective development. The advantages of digital marketing over classical marketing are determined, in particular, they include the focus on increasing customer orientation, strengthening the emotional connection with existing customers using modern technologies. The most appropriate methods of digital marketing that can be implemented in the post-Covid period have been identified. A complex of advantages of digital transformation and development of enterprises in the conditions of the COVID-19 pandemic and after it has been formed. The global practice of using digital marketing in the post-covid era, the reasons and consequences of the rapid transition from classic marketing to digital marketing tools are studied. Research methods were: analysis, comparison, forecasting by the method of expert evaluations, systematization of data. The hypothesis that the mass transition to digital marketing contributes to more efficient use of company resources and provides an opportunity to achieve wide recognition of the brand/product in the international market was investigated and its confirmation was provided based on the conducted analysis. Conclusions generalize that many digital marketing trends in the post-Covid period intersect and interact with each other. Modern marketing concepts of interaction, adaptive marketing and further personalization form the basis of current digital marketing trends. Businesses should quickly adapt to new changes, use all possible methods and functions, and monitor digital marketing trends in order to respond in time. As a result, demand for the flexibility of marketing teams and customer service professionals will increase in the coming years, and new trends and opportunities in the field of digital marketing will emerge. Although it is impossible to predict the future, especially in times of war, it is necessary to monitor global trends, to monitor the impact of digital marketing on the audience, whose demands are growing. Therefore, it is advisable to actively apply alternative methods of advertising, implement the latest technologies of product promotion and test new digital methods for implementing an effective marketing strategy. And also generate ideas, apply innovative solutions and creativity, because with the help of new ideas you can create new trends, providing strategic competitive advantages of business. Mass transition to digital marketing contributes to more effective use of company resources and provides an opportunity to achieve wide recognition of the brand/product both in the domestic and international markets. Keywords: trends, marketing, digital marketing, target audience, content, post-covid period.