MODERN TRENDS IN MARKETING DEVELOPMENT AND ITS INFLUENCE ON COMPANIES’ ACTIVITIES

Gela Mamuladze

E-mail: mamuladze.gela@bsu.edu.ge

Doctor of economics, Professor BSU (Batumi Shota Rustaveli State University)

Georgia, Batumi

https://orcid.org/0000-0003-4194-7025

Nino Mamuladze

E-mail: nino.mamuladze@bsu.edu.ge

Doctor of Business Administration, assistant professor BSU (Batumi Shota Rustaveli State University)

Georgia, Batumi

https://orcid.org/0000-0003-4159-5381

Abstract: Marketing is one of the most important components of a company’s activities. Developing and implementing effective marketing strategies is the best way to achieve their success, growth, customer loyalty, and competitive advantage. Nowadays, companies have a lot of resources for developing their businesses. Along with the development, the companies adapt to new trends, and the adoption and use of these new trends will bring more success to the companies. Influencer marketing, brand humanization, SEO (search engine optimization), communicational marketing and voice assistants, the development of personal data security, and the active use of various social media platforms are those modern trends that must be the most important components in modern companies’ everyday activities. Taking into consideration the above-mentioned trends and implementing relevant approaches in practice will bring success to companies, increase awareness in society, interest a large number of consumers, and strengthen companies’ competitive advantage.

Keywords: Marketing, marketing trends, social media, internet, influencer marketing, SEO.)

JEL classification: M3.M31