INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION

Elena Pogrebcova

doi:10.55186/2413046X_2026_11_10_148

VAK Russia 5.2.3 UDC 338.47 UDC 004

3 more Collapse

INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION

Published in MOSCOW ECONOMIC JOURNAL · Volume 11, Issue 10, 2026 · Pages 205–226 · Rubric: Management

DOI: https://doi.org/10.55186/2413046X_2026_11_10_148 · EDN: QOEMEV

Received: 14.09.2026 Accepted: 28.10.2026 Published: 29.10.2026

Authors

Elena Pogrebcova

Academic degree: candidate of economic sciences

Science rang: docent Russian Academy of Sciences

Omsk State Agrarian University named after P.A. Stolypin Associate Professor · Department of Management and Marketing · Russian Federation · Omsk

ABSTRACT

The modern approach to product creation is based not on intuitive ideas, but on the real-time analysis of users' digital behavior. It allows for predicting audience demands and actively shaping them by adapting the product to specific scenarios. Amid information overload, consumers place high demands on the quality and personalization of service. To build long-term relationships with the audience, brands need to ensure a seamless digital experience at all stages of interaction. The article explores modern innovative approaches to product development and promotion within the context of the economy's digital transformation. Special attention is paid to how digitalization is changing the logic of product creation and marketing communications: the focus shifts toward data, the speed of response to market demands, and the delivery of a seamless customer experience. The transformation of the product lifecycle stages is analyzed separately, covering the acceleration of time-to-market for new products through digital prototyping and split testing, dynamic positioning management based on real-time analytics, and the adaptation of promotion strategies to audience behavior on social media and marketplaces. The key tools shaping these new practices are examined, including artificial intelligence and machine learning for demand forecasting and offer adaptation, big data for segmentation and hypothesis testing, immersive technologies for audience engagement, and omnichannel systems. The research results allow for systemizing current innovative methods and offering practical recommendations for their implementation in organizations' marketing activities, taking into account the business's level of digital maturity and the specifics of the target audience. The recommendations on innovative approaches have been tested at an Omsk confectionery enterprise. The article will be of interest to corporate executives, marketers, and brand managers.

KEYWORDS

innovation, digitalization, new product, promotion, big data, personalization, target audience

Text

Text (PDF)

Read Download

1. Galimova, A. Sh. Upravlenie zhiznennym ciklom cifrovogo produkta: ot koncepcii do vyvoda s rynka / A. Sh. Galimova, D. A. Eroshina // Vektor ekonomiki. – 2026. – № 5. – S. 1–15. EDN: https://elibrary.ru/AURVYK

2. Glaz'ev, S. Yu. Teoriya dolgosrochnogo tehniko-ekonomicheskogo razvitiya/ S. Yu. Glaz'ev. – M.: Vlad-Dar, 2013. – 310 s.

3. Glinskaya, M. I. Sovremennaya reklama v epohu total'noy cifrovizacii / M. I. Glinskaya // Ekonomika, predprinimatel'stvo i pravo. – 2026. – T. 16, № 3. – S. 1553-1568. – DOI:https://doi.org/10.18334/epp.16.3.124720. EDN: https://elibrary.ru/FZHGKC

4. Davletbaeva, L. F. Razrabotka novogo tovara v strukture zhiznennogo cikla (na primerebugul'minskogo mehanicheskogo zavoda OAO «Tatneft'») / L. F. Davletbaeva // Intellekt. Innovacii. Investicii. 2010. №2. S. 37 – 43. EDN: https://elibrary.ru/NXPTGD

5. Danchenok, L. A. Razvitie podhodov k marketingovym issledovaniyam i prodvizheniyu biznes-obrazovaniya v usloviyah cifrovizacii obrazovatel'noy i biznes-sredy / L. A. Danchenok, E. Yu. Kulakova // Marketing i marketingovye issledovaniya. – 2025. – T. 30, № 1. – S. 49-68. – DOI:https://doi.org/10.18334/marketing.30.1.123695 EDN: https://elibrary.ru/HLJKIV

6. Drapkina, G. S. Planirovanie na predpriyatii: ucheb. Posobie / G. S. Drapkina, V. N. Dikarev. – Kemerovo: Kemerovskiy tehnologicheskiy institut pischevoy promyshlennosti, 2006. - 132 s.

7. Elesin, E. Yu. Cifrovoy marketing turizma kak instrument ekonomicheskogo razvitiya destinacii / E. Yu. Elesin, A. D. Nikitin // Informatizaciya v cifrovoy ekonomike. – 2024. – T. 5, № 2. – S. 321-339. – DOI:https://doi.org/10.18334/ide.5.2.121242. EDN: https://elibrary.ru/RXROPP

8. Ivashkova, N. I. Sovremennye marketingovye koncepcii sozdaniya cennosti dlya potrebiteley, biznesa, obschestva / N. I. Ivashkova // Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G. V. Plehanova. — 2013. — № 8 (62). — S. 91–100. EDN: https://elibrary.ru/QYTZMD

9. Izmaylova, A. A. Vliyanie tipa cifrovogo produkta na ego zhiznennyy cikl / A. A. Izmaylova, A. G. Budrin // ENSR = Economics of Contemporary Russia. — 2025. — T. 28, № 3. — S. 54–63. - DOI:https://doi.org/10.33293/1609-1442-2025-28(3)-54-63 EDN: https://elibrary.ru/XXJTVV

10. Il'enkova, N. D. Spros: analiz i upravlenie: Ucheb.posobie / N. D. Il'enkova. – M. : Finansy i statistika, 2010. – 255 s.

11. Kirina, L. V. Strategiya innovacionnoy deyatel'nosti predpriyatiya / L. V. Kirina, S. A. Kuznecova // Formirovanie mehanizma upravleniya predpriyatiem v usloviyah stanovleniya rynka : sb. nauch.tr. / pod red. V.V. Titova, V.D. Markovoy. - Novosibirsk : IEOPP SO RAN, 2005. - S. 168-175.

12. Kostanda, A. V. Koncepciya upravleniya innovaciyami v marketingovoy tovarnoy politike kak osnova konkurentnyh preimuschestv / A. V. Kostanda // Ekonomika, predprinimatel'stvo i pravo. – 2025. – T. 15, № 1. – S. 231-242. DOI:https://doi.org/10.18334/epp.15.1.122271. EDN: https://elibrary.ru/XNKRAE

13. Lyasnikov, N. V. Mnogoprofil'nye innovacionnye promyshlennye predpriyatiya v epohu cifrovizacii: iskusstvennyy intellekt i intellektual'nyy kapital kak drayvery konkurentosposobnosti / N. V. Lyasnikov, Yu. A. Romanova, A. S. Ostal'cev // Voprosy innovacionnoy ekonomiki. – 2025. – T. 15, № 4. – S. 1365-1386. - DOI:https://doi.org/10.18334/vinec.15.4.124158. EDN: https://elibrary.ru/NSCPUI

14. Marketing. Gostepriimstvo. Turizm: Uchebnik dlya studentov / F. Kotler, Dzh. Bouen, Dzh. Meykenz. – M: YuNITI-DANA, 2012. – 1071 s. EDN: https://elibrary.ru/SUFBRD

15. Nezamova, O. A. Razvitie marketinga v usloviyah cifrovizacii / O. A. Nezamova, Z.E. Shaporova, Yu.A. Olencova // E-Management. – 2024. – T. 7. –№ 3. – s. 61–69. - DOI:https://doi.org/10.26425/2658-3445-2024-7-3-61-69. EDN: https://elibrary.ru/GXAKPS

16. Obodec, R. V. Innovacionnye tehnologii v onlayn-marketinge: trendy 2025 / R. V. Obodec, K. O. Lyubichev // Ekonomika i upravlenie: nauchno-prakticheskiy zhurnal, 2025, № 3, s. 57–62. - DOI:https://doi.org/10.34773/EU.2025.3.10. EDN: https://elibrary.ru/ZIIDQN

17. Panteleev, D. N. Ispol'zovanie instrumentov marketinga v processe kommercializacii innovaciy v usloviyah cifrovizacii / N. D. Panteleev // Ekonomika: vchera, segodnya, zavtra, 2022, T. 12, № 5A, s. 400–409. DOI:https://doi.org/10.34670/AR.2022.37.68.035. EDN: https://elibrary.ru/VTTWSB

18. Rayzberg, B.A. Sovremennyy ekonomicheskiy slovar' / B. A. Rayzberg, L. Sh. Lozovskiy, E. B. Starodubceva. – M.: INFRA-M, 2010. – 512s.

19. Stroykina, A. D. Klassicheskiy metod upravleniya zhiznennym ciklom tovarov i uslug v usloviyah cifrovizacii / A. D. Stroykina // Ekonomika i biznes: teoriya i praktika. - 2025. - №8. - C. 159-168. doi:https://doi.org/10.24412/2411-0450-2025-8-159-168]. EDN: https://elibrary.ru/UBAJGV

20. Federal'nyy zakon ot 05.04.2013 № 44-FZ «O kontraktnoy sisteme v sfere zakupok tovarov, rabot, uslug dlya obespecheniya gosudarstvennyh i municipal'nyh nuzhd» [Elektronnyy resurs]. URL: https://www.consultant.ru/document/cons_doc_LAW_144624/?ysclid=mubb1lhv3430142722 (data obrascheniya 20.10.2026).

PDF JATS XML

Chairman of the editorial board

Aleksandr Fomin

e-science@list.ru

Publishing editor

Ekaterina Syamina

e-science@list.ru

downloads

GOST

Pogrebcova E. A. INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION // MOSCOW ECONOMIC JOURNAL. 2026. no. 10. pp. 205-226. DOI: https://doi.org/10.55186/2413046X_2026_11_10_148. EDN: QOEMEV. (Date of access 05.11.2026).

MLA

Elena Pogrebcova. "INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION." MOSCOW ECONOMIC JOURNAL 11.10 (2026): 205-226. DOI: https://doi.org/10.55186/2413046X_2026_11_10_148. EDN: QOEMEV.

APA

Pogrebcova E. A. (2026). INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION. MOSCOW ECONOMIC JOURNAL, 11(10), 205-226. https://doi.org/10.55186/2413046X_2026_11_10_148 EDN: QOEMEV.

Chicago

Elena Pogrebcova. "INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION." MOSCOW ECONOMIC JOURNAL 11, no. 10 (2026): 205-226. https://doi.org/10.55186/2413046X_2026_11_10_148. EDN: QOEMEV.

WIKI

{{cite journal | author = Pogrebcova E. A. | title = INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION | journal = MOSCOW ECONOMIC JOURNAL | year = 2026 | volume = 11 | issue = 10 | pages = 205-226 | doi = 10.55186/2413046X_2026_11_10_148 }} EDN: QOEMEV

Copy

Export: BibTeX EndNote RefMan RusMARC

INNOVATIVE APPROACHES IN MARKETING: PRODUCT DEVELOPMENT AND PROMOTION IN THE CONTEXT OF DIGITALIZATION

Confirmation