CREATIVE STRATEGIES IN TRADE: ANALYSIS OF MODERN INNOVATIVE APPROACHES
Abstract
The article explores the role of creative strategies in modern marketing and their impact on the development of trade. The authors analyze new challenges faced by businesses in the context of globalization, digitalization, and increasing competition, and discuss the opportunities that creative approaches offer for forming competitive advantages. The article focuses on key aspects of applying creative strategies in brand promotion, the effectiveness of innovative tools such as influencer marketing, content marketing, augmented reality (AR), and virtual reality (VR), as well as practical cases demonstrating the success of these approaches. The study emphasizes that traditional marketing methods are losing their effectiveness due to market saturation and changes in consumer behavior, so brands must adapt to new realities by using innovative communication tools. The authors also examine the challenges for Ukrainian businesses in implementing creative strategies, including limited budgets, a lack of qualified professionals, and insufficient infrastructure support. The conclusions propose strategic approaches to overcoming these issues, such as staff training, government support, and collaborations with other companies. The article also discusses future trends in marketing, including the integration of artificial intelligence, the use of big data (Big Data), and the development of eco-marketing. The study highlights the importance of creativity for enhancing brand recognition and ensuring competitiveness in a rapidly changing market.
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