EMERGING TRENDS IN MARKETING AND THEIR INFLUENCE ON CORPORATE ACTIVITIES

Abstract

Marketing has become one of the most essential elements of business success in the modern competitive environment. Companies use marketing strategies not only to promote products and services but also to create long-term relationships with customers, strengthen brand reputation, and achieve sustainable growth. Rapid technological development, globalization, and digital transformation have significantly changed the nature of marketing practices. Modern organizations increasingly rely on social media platforms, influencer marketing, search engine optimization (SEO), artificial intelligence, conversational marketing, and data security systems to improve customer engagement and business performance. This study examines the major modern marketing trends and their influence on company activities. The research also evaluates how businesses adapt to changing consumer behavior and technological innovations. A questionnaire survey involving 320 respondents was conducted to understand public perceptions regarding recent marketing trends. The findings reveal that influencer marketing, short-form video content, social media engagement, and SEO are among the most influential marketing approaches today. The study concludes that companies capable of adapting to modern marketing trends are more likely to achieve competitive advantage, customer loyalty, and long-term success.