USE OF DIGITAL TECHNOLOGIES IN CONTENT MARKETING AS A TOOL FOR INNOVATIVE BUSINESS MARKETING

Abstract

In today's rapidly developing digital economy, digital technologies are playing a key role in transforming marketing processes. The introduction of innovative solutions allows businesses not only to optimize internal operations, but also to create new forms of interaction with customers, increasing the level of personalization, speed of communication and the effectiveness of decisions made.

The growth of data volumes and the development of analytical tools have opened up new opportunities for understanding consumer behavior. Thanks to the development of Big Data and artificial intelligence, companies can more deeply analyze customer preferences, predict their needs and offer individual solutions in real time.

The purpose of the article is to explore the possibilities of using digital technologies in content marketing as a tool for the formation and development of innovative marketing in an enterprise. In order to achieve the goal, the article identifies the main tools and approaches that contribute to increasing the effectiveness of marketing strategies, and also analyzes their impact on interaction with customers and the competitiveness of enterprises in modern conditions of the digital economy, such as personalization of marketing communications, content marketing, interactive approaches, social networks, the use of artificial intelligence, mobile technologies, big data analysis, multi-channel strategies, sustainable marketing and gamification. Particular attention is paid to the integration of these tools into comprehensive marketing strategies to create an individualized customer experience, increase loyalty and form long-term relationships with the target audience. The study found that implementing content marketing in combination with digital tools contributes to increased conversions, building a strong brand, more effective data-driven decision-making, and strengthening the competitive position of enterprises in today's digital space.

The article examines the role of digital technologies in the development of innovative marketing and identifies the main tools that contribute to the transformation of marketing strategies of modern enterprises. The impact of digital solutions, such as big data, artificial intelligence, social media and consumer behavior analytics, on increasing the efficiency of communication with customers and creating competitive advantages is considered. The feasibility of using big data and artificial intelligence to improve customer interaction is substantiated. Special attention is paid to adapting business to the conditions of the digital economy and applying innovative approaches to form sustainable relationships with the target audience. The results obtained can serve as the basis for developing effective marketing strategies aimed at adapting business to modern market conditions and consumer needs.