FACTORS AND TRENDS OF MODERN MARKETING

The publication defines the main directions of development of modern marketing. Individualized marketing divides the market into micro-segments and adapts the marketing mix to the requirements of one of them. Maximarketing is aimed at quick maximization of income and stimulates the most promising potential client to immediately purchase the product. Global marketing standardizes the marketing mix on the basis of similar features of the markets of different countries of the world. Hypermarketing develops a product that can satisfy several customer needs at the same time. Multimarketing ensures reaching consumers through several channels. Turbomarketing accelerates the process of creating a new product in accordance with the discovered new need of the consumer. Storytelling promotes a brand by creating an engaging story related to it. Ambient media consists in placing an advertising message on a non-standard medium. Mobile marketing involves adapting the marketing mix to smartphones. An online panel is a group of people who regularly take online surveys on the same questions. Social media marketing involves the use of virtual communities for marketing purposes. SEO optimization forms the text on the site page with the optimal number of key phrases to increase its position in search results based on the user's thematic query. Contextual advertising is automatically displayed on a related Internet page, which is viewed by the user. Holistic marketing helps to develop a comprehensive program aimed at identifying and meeting the needs of consumers, partners, employees and society. Artificial intelligence and the Internet of Things open up new opportunities in the field of marketing research and communications. The specified sixteen directions of development of modern marketing are formed by the influence of six factors. These are the development of digital technologies and the Internet, the increase in the level of competition, the increase in consumer demands, the increase in the effectiveness of marketing research, social upheavals and the spread of the marketing way of thinking among managers.