VERIFICATION OF DIGITAL MEDIA AS A MARKETING TOOL IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT OF THE REGION

Abstract

The article states that both in marketing and in matters of sustainable development of regions, communication was and remains an extremely important tool, today it is mass media that are actively digitized, and understanding the nature and vector of these changes is extremely important. It was determined that the number of factors and aspects that must be taken into account is constantly increasing in approaches to the formation of regional development strategies; marketing for the development of regions is used and is an effective tool. The audience's requirements for the mass media regarding the possibility of permanently obtaining information using various media have also changed significantly. Examples of international assistance are provided, namely, projects for the development, support, facilitation, etc. of this process, in particular the OSCE project "Digital tools for local mass media". It is noted that the emergence and active use of messengers (mainly Viber) became a phenomenon in entrepreneurial activity on the peripheral markets of consumer goods, which became catalysts for fundamental restructuring in the formation of competitive advantages. The results of the conducted research made it possible to draw a number of conclusions: 1. Sustainable development of regions is increasingly viewed through the lens of structuring, in particular clustering; international interest and support for the development of regions is extremely high and intensive and is accompanied by relevant projects in the form of educational programs, trainings, thematic schools, etc. 2. Marketing is integrated into these processes as an effective tool, in particular its communication component, which with the development of digital technologies is actively implemented in the form of digital mass media. 3. The process of digitization of digital media is quite intensive and stimulated by various influences: on the one hand, it is a persistent demand of consumers who are used to receiving any information from digital sources; on the other hand, the state policy regarding digitalization of the social, economic, political, cultural, etc. system; on the other hand, active support from the international community and organizations. 4. By verifying digital mass media as a marketing tool, namely its component - "communication" regarding the tactics and strategy of sustainable development of regions, the effectiveness of such an approach in modern political, economic and social realities was revealed. 5. The direction of further research should be an in-depth study of existing and those that are under development of regional programs and marketing planning of their implementation with an in-depth emphasis on the development of the digital component, including as mass media.