Transformation of the marketing mix in the context of the digital economy and innovative changes

Abstract

In the modern world, marketing is undergoing significant transformations associated with the development of digital technologies and innovative changes that determine new trends in the business environment. The digital economy, which includes the widespread use of the Internet, mobile technologies and big data, is making serious adjustments to traditional approaches to marketing management. Not only strategies and tools are changing, but also the very principles of interaction with consumers, which is made possible by the application of innovations in the field of information technology. The transition to a digital economy has become a catalyst for the creation of new business models that require companies to quickly adapt to new realities. The marketing complex, which includes product, price, promotion and place, is experiencing profound changes caused not only by digitalization, but also by constant innovations that require enterprises to be able to quickly respond to changes in the external environment. The purpose of the article is to determine the features of modern transformations of the marketing complex under the influence of the digital economy and other innovative changes. The main methods used in the work are: analysis method, synthesis method, logical method, comparison method, observation method, deduction method, induction method, graphic method. The process of transformation of the marketing complex in the conditions of the digital economy and innovative changes is inevitable and determines new approaches to interaction with consumers, brand management and creating value for customers. Digital technologies not only change the ways of promoting goods and services, but also significantly affect the very nature of marketing strategies. They allow companies to access large volumes of data, which contributes to more accurate audience segmentation, personalization of communications and increased effectiveness of marketing campaigns. Innovative changes, such as artificial intelligence, blockchain, big data and other technologies, open up new opportunities for business, allowing to optimize processes, increase the level of interaction with customers and reduce costs. However, these changes also pose new challenges related to the need to constantly update the knowledge and skills of marketers, as well as adapt business processes to a rapidly changing technological environment. Therefore, the transformation of the marketing mix in the digital economy is an important stage for modern enterprises that strive to remain competitive. Companies must actively implement innovative technologies and adapt their strategies to new market requirements. Only in this way can long-term success and sustainable development be ensured in a world where technology and innovation are the main drivers of change.