PROSPECTS FOR USING INNOVATIVE MARKETING TECHNOLOGIES

Abstract

The article analyzes the prospects for the use of innovative marketing technologies from a theoretical and practical perspective. In the context of digital transformation, enterprises are developing marketing activities with new approaches based on artificial intelligence, big data (Big Data), blockchain, AR/VR technologies and omni-channel strategies. The study comparatively studies international experiences and digital reforms in the Uzbek economy, analyzes the impact of innovative marketing technologies on efficiency, their role in increasing competitiveness, and the possibilities of building sustainable relationships with consumers. The results show that the widespread use of innovative marketing technologies is important for enterprises not only in increasing short-term sales volumes, but also in forming a long-term sustainable development strategy.