CURRENT DIGITAL MARKETING TRENDS TO INCREASE THE COMPETITIVE ADVANTAGES OF THE COMPANY

Abstract

The article is devoted to the identification of modern marketing digital trends to increase the competitive advantages of the enterprise and the impact of digital trends on competitiveness. The competitive advantages of enterprises, taking into account the complexity of the military situation in the country, depend not only on the successful use of modern marketing tools at the enterprise, but also on how prospective marketing trends will be applied and adapted to increase the competitive advantages of the enterprise. Scientific works related both to the issues of increasing the competitive advantages of the enterprise and to the application of digital trends have been studied. Modern digital trends regarding improving competitiveness were analyzed and combined. Today's requirements for increasing the company's competitive advantages through compliance with the main positions of marketing trends are outlined. The main digital marketing trends for 2024 and forecast for 2025 are highlighted. General marketing trends for 2025 have been determined. It has been proven that for the successful functioning of the enterprise in conditions of high competition, it is desirable to concentrate efforts on promising marketing trends that are rapidly changing. The complex application of modern marketing digital trends to increase the competitive advantages of the enterprise helps to improve marketing efforts as much as possible, reduce their cost, and also increase profit on invested funds. Of particular importance is the digital environment, which allows enterprises to quickly respond to changes in the market in terms of consumer behavior. Digital marketing tools also enable real-time feedback and instant response, as well as capture and use data to make immediate changes to your marketing strategy based on consumer response.Therefore, this opportunity provides an increase in return on investment indicators, as enterprises have the opportunity to systematically improve their work, quickly optimize marketing messages and improve information transmission channels in accordance with previously received customer data. which is the main advantage of the company's competitiveness.