THE DEVELOPMENT TRENDS OF MARKETING INNOVATIONS IN THE GOODS AND SERVICES MARKET UNDER THE CONDITIONS OF DIGITALIZATION OF THE ECONOMY

Abstract

This article examines the evolving trends of marketing innovations driven by the pervasive digital transformation of the global economy. In an era where digitalization reshapes consumer behavior, supply chains, and competitive landscapes, marketing as a discipline is undergoing a fundamental paradigm shift. The study analyzes the transition from traditional marketing models to data-centric, agile, and customer-empowered approaches that define the modern marketplace for both goods and services. The research systematically explores key innovative trends, including the application of Big Data analytics and artificial intelligence for hyper-personalization, the rise of omnichannel customer engagement strategies, the integration of Augmented Reality (AR) and Virtual Reality (VR) in consumer experiences, and the growing importance of sustainability and value-driven marketing.