CHALLENGES OF MARKETING PROCESSES IN THE AGE OF DIGITALIZATION

The aim of the study is to study the main challenges of marketing processes in the era of digitalization. It has been proven that life in the era of digitalization, when the number of wearable mobile devices and personal devices is growing rapidly, people are ready to openly share information about themselves, as well as consciously use content created by others. It is logical to imagine that every day people and devices jointly generate huge amounts of data that can now be effectively analyzed and used. This actualizes the chosen problem. It is characterized that digital technologies are developing at a significant pace, which means that in the near future everything that happens in the real world will be digitized and turned into a digital asset, whether we like it or not. In a decade, digital platforms will become an integral part of every economic process. It has been determined that modern digital technologies make it possible to make faster management decisions based on the analysis of sales results, to model various options for interacting with the consumer at all stages of this path. It has been proven that the Internet and the era of digitalization in general have unique advantages that allow companies to expand the boundaries of the market for their products, reduce the length of marketing channels and create all conditions for purchasing products with maximum customer value. As a result, it should be noted that marketing process management in the era of digitalization is a kind of analysis, planning, implementation and control over the implementation of programs aimed at creating, maintaining and expanding profitable relationships with the buyer to achieve the goals of the socio-economic system. At a tactical level, marketing process management is linked to demand management, which in turn is linked to managing consumer relationships in the era of digitalization. Marketing processes cannot be implemented using old technologies. Marketing is now closely associated with the era of digitalization.