Analysis and optimization of marketing activities through the introduction of information technologies

Abstract

The article discusses modern information technologies and their role in optimizing marketing activities. The purpose of this study is to analyze the impact of information technology on the marketing activities of enterprises and develop appropriate recommendations for their optimization. To achieve this goal, several research methods were used, including: an analytical method for studying the impact of digital technologies on marketing; expert method that attracts the opinions of leading experts in the field of IT and marketing; survey among companies that have implemented CRM systems, AI and other technologies to optimize their processes. The author analyzes the current trends in the use of innovative digital tools such as artificial intelligence, Big Data and CRM systems to increase the efficiency of marketing processes. Based on the research of McKinsey, Gartner and EY Ukraine, the advantages of automating routine tasks, personalizing marketing campaigns and analyzing data in real time are indicated. The study points to significant potential for further development of digital transformation of marketing in Ukraine, especially in the context of using AI and analytical platforms to predict market trends and personalize offers. Problems related to data protection and privacy, as well as challenges for Ukrainian companies related to limited access to the latest technologies are considered. The study shows that the introduction of digital technologies can significantly improve the effectiveness of marketing campaigns and optimize the use of resources. The conclusions point to the need to integrate information technologies into the marketing activities of the enterprise to increase productivity and competitiveness, in particular in Ukraine, where the use of Big Data and AI has the potential for further development.