TRENDS AND STRATEGIES OF SMALL AND MEDIUM BUSINESS MANUFACTURING ENTERPRISES
DOI:
https://doi.org/10.15330/apred.2.21.410-419Keywords:
innovative marketing, digital technologies, personalization, artificial intelligence, sustainable development, modern trends, marketing strategiesAbstract
The purpose of the article is to study current trends and strategies in innovative marketing, analyze their impact on the effectiveness of small and medium-sized business development and competitiveness in the market. The article also aims to study innovative approaches to interacting with customers, the use of technologies and methods in marketing campaigns, and identify key areas for developing marketing strategies in the face of new rapid changes in the market. The article examines modern trends and strategies in innovative marketing that form new approaches to attracting consumers and creating competitive advantages in a dynamic market environment. Particular attention is paid to the impact of digital technologies, personalization of customer experience, the use of artificial intelligence and big data analysis in the processes of making marketing decisions. The concepts of sustainable development and social responsibility as key elements of modern marketing strategies are considered. The authors analyze successful cases of implementing innovative approaches in marketing activities, outlining the prospects for further transformation of the industry. It is proven that the integration of artificial intelligence, automation and big data allows optimizing marketing processes, improving consumer behavior forecasts and increasing the effectiveness of communications. In turn, innovative strategies help build a positive brand image, emphasizing its social responsibility and involvement in sustainable development. It is emphasized that trends and strategies in innovative marketing are becoming key tools for business development, increasing its flexibility and ensuring long-term success in the conditions of the modern economy.
The theoretical value of the study lies in the generalization and systematization of modern trends and strategies of innovative marketing.The practical value of the study is to identify applied tools and technologies that can be used by enterprises to adapt to market changes, personalization of interaction with consumers, enhancement of customer loyalty, as well as the implementation of innovative strategies, focused on sustainability, social responsibility and effective management of marketing processes.
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