INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 07,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 555
KEY TRENDS IN MARKETING DEVELOPMENT
Kurbanova Feruza,
Akbarov Mashkhur
Tashkent state transport university
Annotation:
Marketing emerged with the advent of the market and the demand for goods, as
the growth of trade required methods to promote sales. Modern marketing has evolved from
simple sales and advertising methods to a complex marketing management system focused on
the needs and preferences of customers.
Keywords:
trends in marketing, digital technologies, computer vision
The main stages in the development of marketing theory are
Stage 1 "Production improvement";
Stage 2 "Product improvement";
Stage 3 "Focus on product sales";
Stage 4 "Consumer concept";
stage 5 "Social and ethical marketing".
These stages demonstrate the evolution of marketing from focusing on products to
meeting customer needs and building long-term relationships with them. Currently, there are
several key trends in marketing development: digitalization, personalization, the use of artificial
intelligence, sustainability and responsibility, and the influence of social media.
Digital marketing and Internet marketing: is there a difference? Yes, there is a difference.
Digital marketing is a set of marketing activities aimed at promoting a brand, product or service
using digital technologies and the Internet. And Internet marketing is a subspecies of digital
marketing that focuses on promoting a brand, product, or service using the Internet. Internet
marketing is a part of digital marketing, and digital marketing includes all types of marketing
based on digital technologies, including Internet marketing. Digital technologies are
technologies that are used to process, store, and transmit information in digital form. They
cover a wide range of fields, including communications, information technology, media,
marketing, e-commerce, and many others. What digital technologies can be used in digital
marketing? Digital marketing uses various digital technologies to attract the attention of
consumers, improve interaction with them and increase the effectiveness of marketing
campaigns.
Digital marketing is constantly evolving and includes many methods and technologies.
For example, The role of personalization, automation, and analytics in the effectiveness of
marketing strategies is increasing.; there is an increasing influence of mobile marketing and
mobile applications on consumer behavior, as people receive the necessary information about
the product while in transport, in cafes, in queues, etc.; the importance of video content and
streaming platforms in marketing is increasing; Voice search is growing in popularity and
content is being optimized for it.; the popularity of visual presentation of information is
growing (for example, visualization of online mailing lists); Experience marketing, which aims
to create and promote unique and exciting experiences for consumers through interactive and
emotionally intense events, promotions, campaigns, and concepts, is growing in popularity.
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 07,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 556
What methods and technologies of digital marketing can be considered innovative?
Innovative digital marketing technologies include a wide range of tools and platforms. Some of
the key innovative technologies in digital marketing are listed below. Artificial intelligence and
machine learning make it possible to automate the processes of analytics, personalization of
content, forecasting consumer behavior and improving the user experience.
Blockchain provides transparency and security in the field of advertising, allowing you to
track traffic, verify the authenticity of ads and ensure an honest relationship between advertisers
and publishers. Augmented reality (AR) and virtual reality (VR) are used to create immersive
and interactive user experiences, for example, through AR apps or VR object tours. The
Internet of Things (IoT) allows you to collect and analyze data about consumers and their
behavior, which helps organizations to improve personalization and offer more relevant offers.
These innovative technologies allow us to create more effective and personalized
marketing campaigns, attract new customers and improve interaction with existing consumers.
2. Personalization in marketing Personalization is a marketing strategy aimed at creating a
unique and individualized experience for each consumer based on their preferences, behaviors,
and characteristics. By collecting and analyzing consumer data, organizations can create
personalized content, offers, and services that best meet customer needs and expectations.
Personalization is the main trend in the development of marketing, which is felt by consumers
and responded to by marketers. Modern consumers expect personalized and customized
approaches; personalized and engaging experiences from brands. Modern marketers are
increasingly using data and analytics to create unique customer experiences; individual
communication and interaction with clients through various channels. Personalization allows
organizations to improve customer relationships, increase loyalty and increase conversions,
make brand interactions more meaningful and relevant to every consumer, and increase the
effectiveness of marketing campaigns.
Customer orientation and customer centricity: what is it and what is the difference?
Customer orientation and customer centricity are two different approaches to doing business.: a
customer–oriented business is a business where the customer and customer satisfaction play a
major role; such a business requires a minimum of customer service (so that the customer does
not go to competitors), and the main metric here is customer churn; A customer–centric
business is a business that will literally make a customer richer, more successful, healthier,
smarter, and so on. The most important financial asset here is the client himself, who pays the
money, and if the client gets richer, he brings even more money.
Artificial intelligence (AI) is a computer program capable of performing tasks that require
human intelligence, or a system capable of learning and reasoning. Artificial intelligence
systems can include machine learning methods, neural networks, natural language processing,
computer vision, and other technologies that allow programs to "think" and make decisions
based on the data provided. It will be possible to make a customer-centric product with the help
of artificial intelligence, which will read all books and studies, listen to all podcasts and will
know everything about what suits a particular person. In the near future, every inhabitant of the
planet will have his own individual assistant – artificial intelligence. The AI will know
everything about a particular person and will help a particular person in solving many problems,
and for a small subscription fee. The AI will not respond to ads because its task is to meet the
needs of a specific person. But what about marketing? Will artificial intelligence destroy it?
Yes, Marketing in its CURRENT form will not be effective. Obviously, marketing needs to be
rebuilt and adapted to the realities. Artificial intelligence (AI) plays an important role in
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 07,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 557
marketing, helping to analyze data, predict consumer behavior, improve personalization, and
automate a number of processes. The use of artificial intelligence in marketing allows
organizations to increase the effectiveness of their marketing efforts, improve customer
engagement, and achieve better results.
Sustainability and social responsibility of marketing are concepts that mean that
organizations must consider the impact of their marketing actions on the environment, society,
and consumers. In other words, businesses should strive to create sustainable and ethical
marketing strategies and campaigns that do not harm the environment, do not violate consumer
rights, and are consistent with societal values. It is important that businesses take into account
the social and environmental aspects of their activities and create long-term relationships with
consumers and society as a whole [3]. In addition, sustainable and socially responsible
marketing includes the use of social and ethical practices, support for social and environmental
initiatives, the creation of a positive public image and sustainable relationships with consumers
and society as a whole. Environmental marketing is currently gaining popularity. This is an
approach that focuses on environmental issues and sustainable development. In the near future,
environmental marketing will become even more relevant, as consumers increasingly focus on
organizations that care about the environment, create environmentally friendly products, use
sustainable materials, and bear active social responsibility. Marketing focused on sustainability
and social responsibility will become increasingly important for consumers and organizations.
Sustainable and socially responsible marketing activities may include various practices.
It should be remembered that the development of environmental and social marketing
strategies occurred in response to changes in public consciousness. Consumers are increasingly
paying attention to the social responsibility of organizations and their sustainable environmental
impact.
5. The impact of social media on marketing Social media is an online platform and
application that allows users to share and share information, content, and opinions with others.
On social media, people can create profiles, add friends, subscribe to other users' content, and
communicate through comments, likes, reposts, and other forms of interaction. On social media
platforms, users can share photos, videos, articles, news, opinions, information about their lives,
interests, and more. Interacting with the audience through social media allows organizations to
establish closer contact with customers, increase brand awareness, attract new customers, and
strengthen the loyalty of existing ones. Social platforms play a key role in shaping consumer
opinion and behavior, which is why social media is actively used in marketing to promote
products and brands, interact with consumers, conduct advertising campaigns, collect feedback,
and manage reputation [5]. Of particular note is the increasing role of micro-influencers in
brand promotion. Micro-influencers have a relatively small audience on social media, but they
have a lot of influence on their followers. In the future, micro influencers will become even
more important for marketing, as they help create more personalized marketing campaigns and
increase customer loyalty.
Organizations that effectively use social media in their marketing strategies can gain a
significant advantage over competitors and strengthen their market position. Conclusion The
market is constantly changing under the influence of new technologies, trends and changes in
consumer behavior. Following marketing trends allows businesses to adapt to new conditions
and compete effectively in the market. Digital marketing, personalization, and the use of data
and analytics can significantly improve the effectiveness of marketing campaigns. Consumers
are constantly changing their preferences and expectations of products and services. Modern
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 07,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 558
marketing helps businesses understand the needs of their target audience and adapt their
products and marketing strategies to meet new requirements. Responding quickly to changes in
marketing and using the latest tools and techniques helps businesses stand out from competitors,
attract the attention of their target audience, and strengthen their market position.
Literatures:
1. Gumerova L.D. Trends in the development of modern technologies in marketing //
Collection of scientific papers of the III International Scientific and Practical Student
Conference: Current trends in the development of management and production in the
context of digitalization. – Moscow. - 2023. – pp. 104-108.
2. Dementieva A.G., Sokolova M.I. The concept of sustainable development and socio-ethical
marketing // Proceedings of the Ural State University of Economics. – 2018. – Vol. 19. –
No. 5. – pp. 5-15.
3. Eremenko I. A., Sopelnik E. Yu., Ignatovich D. A. Trends in the development of modern
marketing // Managerial accounting. – 2021. – No. 10. – pp. 330-335.
4. Zenchenko S.V. The influence of social media on the marketing and promotion policy of
an organization // Trade and market – 2023. – T. 1. – № 3 (67). – Pp. 14-19.
5. Zyurina O.A., Danchina D.A., Degtyareva A.N. Application of artificial intelligence in
marketing // Science and Education for transport. - 2022. – No. 1. – pp. 218-220.
6. Kabanova A.A., Popova A.O., Timofeeva E.F. Digital marketing: basic tools, features and
development trends // Innovative scientific research. – 2021. – №5-3(7). – Pp. 30-39.
7. Klyuchko V.A. Trends in marketing development in Russia and foreign countries // Forum.
Series: The role of science and education in the modern information society. – 2023. – No.
S1-1 (30). – pp. 67-72.
