INNOVATIONS AND TRENDS IN DIGITAL MARKETING AMID GLOBAL TRANSFORMATIONS
Abstract
The article investigates innovations in digital marketing, focusing on the global transformations that affect marketing strategies. Special attention is paid to digital tools that boost customer engagement and optimize business processes, such as content personalization, automated communications, and data analytics. The research examines the role of AI, CRM systems, social media, email marketing, and contextual advertising in enhancing digital strategies. AI integration is essential for predicting consumer behavior and enabling personalized, dynamic marketing approaches. An omnichannel marketing strategy helps create a customized customer experience, fostering brand loyalty. Proper digital strategy implementation requires flexibility to adapt to new technologies and effective management of digital communications across multiple platforms to meet evolving market demands. New approaches ensure a deeper connection with consumers.
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