CONCEPTUAL DIMENSION OF INFORMATION TECHNOLOGIES IN MARKETING AS A TOOL OF MODERN STRATEGIC COMMUNICATIONS

Abstract

The article explores the conceptual dimension of information technologies in marketing and their crucial role in shaping modern strategic communications of companies. The study highlights the primary trends in the evolution of digital marketing, particularly emphasizing the extensive application of advanced tools such as big data, artificial intelligence, marketing automation, and consumer behavior analytics. It is noted that the integration of these technologies significantly enhances the effectiveness of communication strategies by enabling personalized customer interactions, improving the accuracy of market segmentation processes, refining the prediction of consumer preferences, and facilitating the development of data-driven marketing strategies. Furthermore, special attention is paid to the benefits of utilizing information technologies in marketing activities, including their potential to optimize business processes, increase the speed and quality of decision-making, enhance customer experience, and improve the efficiency and precision of advertising campaigns. The use of artificial intelligence and big data analytics allows companies to gather, process, and analyze vast amounts of information, providing valuable insights for strategic planning and customer engagement. At the same time, the article emphasizes the challenges associated with the implementation of information technologies in marketing. Among these challenges are risks related to data privacy breaches, ethical issues concerning the use of artificial intelligence, technological dependency, and the constant need for upgrading and adapting technological solutions to rapidly changing market conditions. Additionally, the article highlights the necessity of developing ethical guidelines and regulatory frameworks to ensure the responsible and transparent use of advanced technologies in marketing. The study concludes that integrating information technologies into marketing activities is essential for enhancing the competitiveness of companies in the digital environment. Effective use of technological tools enables businesses to respond swiftly to market changes, improve customer satisfaction, and achieve sustainable growth through data-driven decision-making and innovative marketing approaches.