INNOVATIVE APPROACHES AND MODERN TRENDS IN DIGITAL MARKETING AND E-COMMERCE

Introduction. In today's fast-paced digital environment, e-commerce has become the driving force behind the success of many businesses. Due to the convenience and affordability it offers, consumers are increasingly turning to online shopping for their daily needs. As a result, companies are constantly looking for new ways to innovate to stay ahead of the competition in the e-commerce industry. Practical tasks are related to the implementation of specific strategies and methods of electronic commerce in a real business environment. Businesses are actively implementing innovative approaches such as personalization of offers, use of artificial intelligence for data analysis, development of mobile applications and implementation of smart technologies in the field of logistics and delivery. Thus, scientific research in the field of e-commerce contributes to the improvement of practical strategies of Internet trade and increasing the competitiveness of enterprises in the modern business environment. Purpose. The purpose of the study is to substantiate modern trends and innovative approaches to the functioning of digital marketing and e-commerce and to determine their impact on the company's activities. Materials and methods. The research materials are: 1) works of domestic and foreign authors engaged in research in the field of digital marketing and e-commerce; 2) statistical data of the global data and business analytics platform Statista. In the process of conducting the research, the following scientific and special methods were used: theoretical generalization (for the analysis of scientific literature and publications in the field of digital marketing and e-commerce, definition of key concepts, trends and innovations); analysis of statistical data (for studying statistical reports, market research and trend analysis in the field of e-commerce to identify key indicators and changes in the market); web data analysis (to collect and analyze data on user behavior on websites and in other digital environments); logical generalization of results (when formulating conclusions). Results. The article discusses innovative approaches and modern trends in digital marketing and e-commerce, highlighting their importance for the successful functioning of enterprises in the digital age. It has been established that digital marketing and e-commerce have become key components of modern business, especially with rapid technological development and the growing influence of the Internet. Artificial intelligence (AI) and machine learning (ML) technologies are revolutionizing e-commerce by creating personalized recommendations and optimizing pricing strategies. Augmented Reality (AR) and Virtual Reality (VR) have been identified as providing immersive experiences that bridge the gap between online and offline shopping. The growth of voice shopping has been confirmed and voice-activated devices have been identified that provide affordable shopping convenience. Mobile optimization has been found to be critical in a mobile-dominated e-commerce environment, and mobile-friendly websites and apps are critical to attracting mobile shoppers. Social commerce has been proven to combine social media and online shopping, leverage user-generated content, and reach billions of potential customers. Customization and personalization are said to improve customer interactions, enhance engagement and loyalty.