Imperatives of defining the role of innovative marketing in the ecosystem

Innovative marketing today is a synergy of innovative technologies, creative strategies, and innovative solutions to business problems based on data analysis. Today, innovative marketing offers consumers not just artificial intelligence, but also augmented virtual reality and personalized communications. The introduction of modern marketing technologies into business operations allows for maintaining a competitive position in the market and retaining and expanding the customer base. This article presents the key prerequisites for implementing innovations in business marketing activities and approaches to defining innovation in marketing by various foreign and domestic scholars. The stages and characteristics of the innovative product life cycle are examined. This study proposes a unique definition of innovative marketing, which implies the interaction of marketing and innovation activities aimed at maximizing customer satisfaction through the continuous exchange of experience and knowledge between market participants. The end result is the innovative value of a product or service. It has been proven that the introduction of marketing innovations into business operations allows for a wider range of potential ecosystem participants, opening up innovative opportunities and their rapid implementation. Thanks to innovations in marketing, business platforms and ecosystems become drivers of innovative development.