STRATEGIC DIRECTIONS FOR PROMOTING MASS-DEMAND PRODUCTS IN THE DIGITAL AGE

The objective of the study is to formulate strategic directions for promoting mass-market products in the digital era. The main results of the study: 1) presents the characteristics of the new landscape of interaction between companies and modern consumers in the digital environment; 2) reflects the key digitalization tools in the marketing promotion of mass-market products; 3) outlines an integrated strategy for the marketing promotion of mass-market products based on content marketing, performance marketing, stimulating repeat purchases and loyalty among consumers. The study materials: statistical data on the use of mass-market product promotion models in the Russian Federation for 2017–2024, analytical reviews of current marketing products used in the everyday consumer demand segment (2023–2025), digests of representatives of Russian retailers revealing the relevance and problems of using mass-market product marketing models. Research methods: systematization, comparative analysis, contrastive analysis, economic analysis, generalization, abstract-logical method, induction, deduction, systems approach, data conceptualization, graphical and tabular data visualization. Key findings: 1) the new landscape of interaction with the modern consumer in the digital environment is characterized by a transition from brand-controlled communication to a network model, where the consumer is both a target and an active co-creator of brand equity. Their profile is conditioned by social orientation, technological savvy, the consumer’s decision is the result of a complex aggregation of information from social, institutional and algorithmic sources; 2) key digitalization tools in the promotion of mass-market products form a holistic technological foundation that functions on a closed-loop principle; 3) An integrated strategy for promoting mass-market products is a complex, dynamic system based on the cycle of creating and distributing relevant, valuable content, monetizing it through performance channels, and retaining customers through personalized loyalty programs, the data from which, in turn, optimizes the media and content promotion strategy.