UDK 339.138 Маркетинг
The article examines modern trends and approaches of enterprises to investing in marketing within a dynamically changing market environment. Key factors influencing marketing investment decisions are analyzed, alongside the impact of digital technologies, data, and analytics on marketing cost-effectiveness. Special attention is given to the integration of artificial intelligence, marketing process automation, and the development of omnichannel strategies as tools for optimizing expenditures. The study reviews modern marketing tools such as Big Data, CRM systems, chatbots, personalized advertising campaigns, and programmatic advertising models. The influence of globalization and digitalization on corporate marketing investment strategies is discussed, as well as methods for assessing their efficiency using key metrics, including ROI, CAC, CLV, ROMI, and marginal revenue from advertising activities. Based on the conducted analysis, practical recommendations are provided to enhance the return on marketing investments, adapt strategies to changing market conditions, and improve economic efficiency under uncertainty.
investment in marketing, modern trends of investment in marketing, marketing strategies, technological changes, globalization, consumer market, economic policy, competitiveness, digitalization, Big Data, CRM, artificial intelligence, marketing automation, personalization, mobile marketing, omnichannel strategies, social responsibility, sustainable development, chatbots, analytics, ROI, CAC, CLV, KPI, customer experience, marketing technologies, marketing metrics, online advertising, digital platforms, UX analytics
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