MARKETING 2030: CHALLENGES AND REALITIES
Abstract
The article clarifies the main modern trends in marketing progress, its role and significance in the development of the domestic and global economy. Marketers and analysts of the current stage of development of the global economy assume that the challenges of the coming years are pandemics, new ethics and the rapid development of high technologies, which have already changed consumer behavior and affected the positioning of companies and the system of commercial relations (B2C, B2B). Modern challenges that require operational solutions, updating the current system, the development of the electronic market and the transition of the business activity of enterprises to the online sphere are analyzed, causing a change in the mechanism of doing business and the emergence of phenomena that meet the demands of society, taking into account digital technological inventions and improvement, in particular the introduction of artificial intelligence; varieties with a study of their advantages and disadvantages are singled out, which are currently optimal, popular and promising (ESG marketing, mobile and digital, social media, etc.); key strategies for Ukraine 2030 are defined (pay-per-click (PPC), personalization, predictive analytics, deep learning).
The pandemic and the war became an impetus for the conscious choice of remote work by citizens and businesses. That is why the current and future marketing trend is mobile first. This strategy involves the design of the site's interface, focused primarily on mobile devices. In addition, the use of mobile marketing by companies increases the share of sales through social networks, the popularity of which is steadily increasing. The conducted research allows us to conclude that the creation of modern marketing 2030 is the result of rethinking of their activities by the world's leading marketers and the result of adaptation to constant changes in consumer patterns. The basis of the old marketing model is informing, persuading and reminding, but the new model should focus on demonstration, focus on maintaining and expanding the client base, optimizing the rights and opportunities of consumers.
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