PERSPECTIVE AREAS OF ADVERTISING DEVELOPMENT IN INTERNATIONAL BUSINESS IN THE CONTEXT OF GLOBAL TRANSFORMATIONS

Abstract

The article analyses key trends and promising areas of development in advertising in international business in the context of global transformations in the world economy and digitalisation. To achieve this goal, the following scientific research methods were used: system analysis, comparative analysis, generalisation and systematisation of information. The key vectors for the future development of the advertising sector have been identified: the introduction of digital solutions, expansion of presence on social networks, interaction with opinion leaders, and the use of modern technologies. Particular attention is paid to the role of personalised content, which allows companies to communicate more effectively with customers and form an emotional connection with the brand. The impact of artificial intelligence and big data analytics on the optimisation of advertising campaigns and increasing their profitability is also considered. In the face of growing competition in the global market, advertising is becoming not only a tool for promoting goods and services, but also a means of strategic positioning for companies. The importance of cross-cultural communication is growing, requiring the adaptation of advertising messages to the specifics of different regions and consumer mentalities. Emphasis is placed on the importance of integrating advertising with other elements of the marketing mix, such as PR, branding and content marketing, which allows for the creation of integrated communication platforms. It is noted that these trends open up new opportunities for strengthening the competitive positions of international companies and increasing their efficiency in the global market. The practical significance of the results of the study is that they can be used by companies to form effective advertising strategies in the new conditions of global transformations, as well as to develop innovative marketing tools aimed at different target audiences. The conclusions obtained can become the basis for further research in the field of international marketing and contribute to the adaptation of business to the new challenges of the digital age.