PROSPECTS OF THE USE OF INNOVATIVE TECHNOLOGIES IN THE MARKETING ACTIVITIES OF THE ENTERPRISE
Abstract
The article characterizes innovative technologies that are adaptive for use in marketing activities, aimed at improving interaction with consumers of the market of goods and services, determines the prospects and conditions for their use in crisis conditions, taking into account the factors of dynamism, globalization and liberalization of competitive markets. A substantiated study of the scope of application of extended reality (XR) technologies, including augmented reality (AR) and virtual reality (VR) technologies, was carried out. Also, the possibilities of using artificial intelligence (AI) to create a positive consumer experience, as well as the possibilities of using these technologies to improve the current business processes of the company, including analytical and management, which require significant human resources for processing, and sometimes are impossible with manual processing, are established. The trends in the development of digital channels of interaction with potential consumers are highlighted. The prospects for the transition to Web 3.0 and the consequences of confirming the hypothesis are considered. The directions of using dashboards and ways to improve the process of processing and analyzing data obtained using artificial intelligence when using large amounts of data and the functioning of many parallel processes in innovation-oriented business are described. The role and place of lateral marketing in the process of innovation integration are substantiated. The prospects of using NFT in terms of marketing are determined. The use of blockchain technology to meet the needs of the target audience of products in self-expression is considered. The use of unrelated tokens in partnerships in terms of affiliate marketing is analyzed. The behavioral aspects that influence consumer decision-making under uncertainty are highlighted.
References
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