TRENDS IN THE PROMOTION OF MASS-MARKET PRODUCTS BY COMPANIES IN THE CONTEXT OF THE DIGITALIZATION OF THE BUSINESS ENVIRONMENT

Abstract

The article analyzes the features of the promotion of mass-market products by companies in the context of the digital transformation of the business environment. The trends of marketing promotion of mass-demand products by companies in the context of digitalization are determined, digital solutions used to promote mass-demand products are analyzed, recommendations are formed to attract a consumer audience to the mass-demand products being promoted, as well as recommendations for the successful integration of new strategic directions for sales of mass-demand products by companies in the context of the digitalization of the business environment. It has been established that the key trends in the marketing promotion of mass-demand products by companies are the rapid development of mobile devices, mobile applications, social networks, messengers, the collection and processing of huge amounts of information using Big Data and predictive analytics tools, the emergence of effective marketing promotion methods, the use of augmented and virtual reality technologies, artificial intelligence methods necessary for automation. ongoing business processes. The successful integration of new strategic directions of sales of mass-demand products by companies in the context of the digitalization of the business environment contributes to an increased understanding of consumer behavior in the modern market, the development of professional competencies in the company, optimization of business analysis when using digital tools, increased customer orientation, practical application of a flexible approach to product commercialization, as well as the formation and maintenance of brand culture. This article will be of interest to a wide readership: representatives of the business environment, consulting and advertising agencies, students and teachers of universities and colleges.