2025 1(48) 24

Innovative Technologies as a Tool for Personalizing Marketing Communications in Brand Management

Iryna Mykhailivna Safronska
Candidate of Economics, Assoc. Prof.
ORCID https://orcid.org/0000-0003-1442-6312
e-mail: i.safronska@snu.edu.ua,
Inna Volodymyrivna Zablodska
Doctor of Economics, Prof.
ORCID https://orcid.org/0000-0002-1410-6194
e-mail: zablodin@gmail.com,
Volodymyr Dahl East Ukrainian National University, Kyiv

Citation Format
Safronska, I. M., Zablodska, I. V. (2025). Innovative Technologies as a Tool for Personalizing Marketing Communications in Brand Management. Vіsnyk ekonomіchnoі nauky Ukraіny, 1 (48), рр. 153-159. https://doi.org/10.37405/1729-7206.2025.1(48).153-159

Language
 Ukrainian

Resume
In the context of the rapid development of digital technologies and changing approaches to interaction with consumers, the personalization of marketing communications is becoming a key factor in the formation of a sustainable competitive advantage of brands. The theoretical significance of the work lies in defining the essence of personalization as a process of individualizing marketing influences in accordance with the needs, behavioral characteristics and expectations of customers in order to form a sustainable emotional connection with the brand, expanding scientific ideas about creating a synergistic effect from combining personalized marketing with brand management tools in the context of digital transformation. The impact of modern innovative solutions, such as artificial intelligence, Big Data, and automation of marketing processes, on building personalized communications and strengthening brand identity is analyzed. Cases of the implementation of personalized technologies by Ukrainian brands (Rozetka, Monobank, Nova Poshta, Comfy, Silpo) are presented, which confirm the practical effectiveness of individualized approaches. Key performance indicators (KPIs) of personalized campaigns have been identified, including conversion rates, repeat purchase rates, loyalty and churn rates. A set of methods for assessing the effectiveness of personalization has been proposed – A/B testing, cohort analysis, customer base analytics, surveys and CSAT. The practical value of the research results lies in the possibility of their application to increase the relevance of marketing messages, improve consumer experience and achieve strategic brand goals. The originality of the work is confirmed by the emphasis on the digital transformation of personalized communications as a factor in strengthening the competitiveness of brands. Promising areas of further research are the adaptation of the results obtained to the needs of small and medium-sized businesses, as well as the development of ethical personalization models within dynamic markets.

Keywords
personalization, marketing communications, brand management, innovative technologies, artificial intelligence, Big Data, digital transformation, KPI, consumer experience, customer loyalty.

Referensces

  1. Buha, N. Yu., Pelekhatskyi, D. O. (2022). Perspektyvy vykorystannia innovatsiinykh tekhnolohii v marketynhovii diialnosti pidpryiemstva [Prospects of the use of innovative technologies in the marketing activities of the enterprise]. Ekonomika ta suspilstvo – Economy and society, 42. DOI: https://doi.org/10.32782/2524-0072/2022-42-36 [in Ukrainian].
  2. Holovkina, N. (2008). Personalizatsiia marketynhovykh komu-nikatsii: novyi stratehichnyi prostir [Personalization of marketing communications: a new strategic space]. Marketynh v Ukraini – Marketing in Ukraine, 2, рр. 27-33. Retrieved from https://core.ac.uk/download/pdf/32608402.pdf [in Ukrainian].
  3. Koberniuk, S. O., Balabanova, K. Ye., Chepurnyi, S. E. (2025). Personalizatsiia tsyfrovoho marketynhu v epokhu shtuchnoho intelektu: mozhlyvosti ta vyklyky [Personalization of digital marketing in the era of artificial intelligence: opportunities and challenges]. Naukovi zapysky Lvivskoho universytetu biznesu ta prava. Seriia ekonomichna. Seriia yurydychna – Scientific notes of the Lviv University of Business and Law. Economic series. Legal series, Issue 45, рp. 195-202. DOI: https://doi.org/10.5281/zenodo.15737269 [in Ukrainian].
  4. Popova, N. V., Bolotna, O. V. (2025). Stratehiia rozvytku marketynhovykh komunikatsii ta yikh vplyv na povedinku spozhyvachiv v umovakh zastosuvannia shtuchnoho intelektu [Strategy for the development of marketing communications and their impact on consumer behavior in the context of the use of artificial intelligence]. Ekonomika transportnoho kompleksu – Economics of the transport complex, 45, рр. 7–19. Retrieved from https://dspace.khadi.kharkov.ua/handle/123456789/24982 [in Ukrainian].
  5. Popko, O. V., Filato,v V. V. (2023). Personalizatsiia v suchasnomu marketynhu ta yii vplyv na loialnist kliientiv [Personalization in modern marketing and its impact on customer loyalty]. Ekonomika ta suspilstvo – Economy and society, 58. DOI: https://doi.org/10.32782/2524-0072/2023-58-10 [in Ukrainian].
  6. Horokhova, T. V. (2021). Vplyv rozvytku tsyfrovykh tekhnolohii na povedinku spozhyvachiv [The influence of the development of digital technologies on consumer behaviour]. Visnyk ahrarnoi nauky Prychornomoria – Ukrainian Black Sea Region Agrarian Science, 4, рр. 45-57. DOI: https://doi.org/10.31521/2313-092X/2021-4(112)-5 [in Ukrainian].
  7. Zrybnieva, I. P., Shevchuk, Yu. A., Tsaruk, I. M. (2025). Vykorystannia shtuchnoho intelektu v personalizatsii marketynhovykh komunikatsii [The use of artificial intelligence in the personalization of marketing communications]. Aktualni pytannia ekonomichnykh nauk – Current Issues of Economic Sciences, 9. DOI: https://doi.org/10.5281/zenodo.15173194 [in Ukrainian].
  8. Nedopalko, N. M. (2020). Instrumenty tsyfrovoho marketynhu: teoretychnyi aspekt [Digital marketing tools: theoretical aspect]. Ekonomika. Menedzhment. Biznes – Economics. Management. Business, 2.  https://doi.org/ 10.31673/2415-8089.2020.024349 [in Ukrainian].
  9. Kotler, Ph. (1994). Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, N. J. Prentice Hall, Inc. 628 p.
  10. Frederick F. Reichheld. (2001). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business Press. 323 p.
  11. Bezuhla, L. S., Kuvaieva, T. V., Yazina, V. A. (2024). Personalizatsiia marketynhovykh komunikatsii u hotelno-restorannomu biznesi: instrumenty pidvyshchennia loialnosti kliientiv [Personalization of marketing communications in the hotel and restaurant business: tools for increasing customer loyalty]. Ekonomichnyi visnyk Dniprovskoi politekhniky – Economic Bulletin of Dnipro University of Technology, 7 (88). DOI: https://doi.org/10.33271/ebdut/88.162 [in Ukrainian].
  12. Stankevych, I. V., Sakun, H. O., Sakun, O. V. (2023). Sotsialno-ekonomichnyi fenomen «velykykh danykh» v stratehii tsyfrovoho marketynhu [Socio-economic phenomenon of “big data” in digital marketing strategy]. Visnyk KhNTU – Bulletin of KhNTU, 2(85), рр. 235-239. DOI: https://doi.org/10.35546/kntu2078-4481.2023.2.33 [in Ukrainian].
  13. Hudz, Yu. F., Shostakovska, A. V. (2025). Internet-marketynh v systemi stratehichnoho upravlinnia onlain-ryteilera [Internet marketing in the strategic management system of an online retailer]. Biznes-navihator, 1 (78), рр. 146-150. DOI: https://doi.org/10.32782/ business-navigator.78-24 [in Ukrainian].
  14. TOV “Rozetka.UA”. Retrieved from https://rozetka.report/about.html [in Ukrainian].
  15. Nova poshta. Retrieved from https://novaposhta.ua [in Ukrainian].
  16. Retrieved from https://monobank.ua/ [in Ukrainian].
  17. Retrieved from https://work.comfy.ua/mi-comfy/ [in Ukrainian].
  18. Retrieved from https://silpo.ua/ [in Ukrainian].
  19. Smotrova, V. Metodychnyi pidkhid do otsiniuvannia efektyvnosti orhanizatsiinoho zabezpechennia omnikanalnoho marketynhu na pidpryiemstvakh rozdribnoi torhivli [Methodological approach to evaluating the effectiveness of organizational support for omnichannel marketing in retail enterprises]. Ekonomika ta suspilstvo – Economy and society, 67. DOI: https://doi.org/10.32782/2524-0072/2024-67-165 [in Ukrainian].
  20. What is personalization? (2023). McKinsey & Company: website. Retrieved from https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization.

Full Text (.pdf)

Received: 30.05.2025
Accepted: 11.06.2025
Published: 19.06.2025