ANALYSIS OF CURRENT TRENDS IN THE USE OF DIGITAL MARKETING FOR THE SUCCESSFUL PROMOTION OF GOODS AND SERVICES IN UKRAINE

Abstract

One of the main trends in the development of most economic processes in the modern world is digitalization. Marketing is no exception, also subject to general trends and focused today on the promotion of products through the Internet, and social networks; it uses cloud technologies and artificial intelligence to develop the processes of master-ing markets. The main trend of modern digital marketing is becoming more and more customer-oriented, which can be achieved in different ways and with the use of different tools. Businesses are forced to adjust to the global trends of digital marketing because at other times they will miss the opportunity to take full advantage of all the opportunities that are present on the market in a timely manner. In this context the importance and role of personalized advertising and the formation of individual approaches for product promotion, in which digital marketing tools, in particular the use of artificial intelligence and promotion through social networks, help as well. Given the above, the purpose of the study is to analyze current trends in the use of digital marketing for the successful promotion of goods and services in an unstable environment, which will allow modern companies to identify areas for improving their financial condition and developing their potential in the context of using various digital marketing tools. The analysis of the advantages and disadvantages of modern digital marketing tools, as well as the specifics of using various digital product promotion tools, is based on a study that lasted in Ukraine in 2023 for 3 months. The methodological basis of the research is the systematization of the experience of leading scientists and the generalization of scientists' views on the problems of the development of digital marketing. The methods used in the study were general scientific methods of analysis and synthesis, induction and deduction, generalization, systemati-zation, and graphical methods. The scientific novelty of the study is to identify the main trends of modern digital marketing and to specify the limitations of its use, which may adversely affect the development of the company and the prospects for its promotion in the market.