INNOVATIVE CONTENT OF MODERN MARKETING

Abstract

The article explores the concept of innovative marketing content shaped by a combination of methods and tools integrated with creativity, cutting-edge digital technologies, strategic objectives, and an in-depth understanding of consumer behavior. The paper analyzes the “functional reboot” of marketing through its core functions: analytical, product and production, sales, and managerial. It demonstrates the impact of such innovations on marketing as a “continuous standard over time,” which determines the trajectory of marketing science and practice in fulfilling the classical objectives of this field. Key factors are identified and their impact on the transformational changes of marketing functions is substantiated. In particular, the analytical function is influenced by the development of Big Data, predictive analytics, business process automation, the implementation of BI systems, and the application of artificial intelligence. Changes in the production function are analyzed across all stages of the product life cycle, taking into account the principles of socio-ethical marketing and the challenges of sustainable development. The sales function of marketing has undergone significant transformations under wartime conditions. The decisive impact is driven by a combination of economic, logistical, and social factors. This presents a complex challenge that becomes a functional component of the substantive domain of marketing. The necessity to clearly structure the influence of these factors is justified in order to systematize and update the methodological toolkit of marketing. Important transformational changes in the managerial function are also highlighted. This function is essential for decision-making in the areas of organization, planning, and coordination of marketing activities, as it plays both a moderating and modeling role. The study identifies and characterizes the key trends in marketing practice that have become effective tools of innovative content marketing, namely: visual storytelling, User-Generated Content (UGC), ephemeral content, and gamification. The relevance of these innovative promotion methods in contemporary markets is substantiated, as their rapid development significantly broadens the methodological toolkit of marketing. An analysis of the implementation of these innovations into marketing practice and methodology allows for the identification of new research challenges concerning the impact of innovations on modern marketing content, particularly in the areas of digital transformation across the marketing value chain, the development of customer-centric models, and the integration of sustainable development concepts.