The Impact of Digitalization on the Marketing Aspects of the Creative Industry

Purpose. The purpose of this study is to analyze the impact of global digitalization on the development of creative industries, particularly in the marketing sphere, to identify its main advantages and challenges, and to forecast future directions of growth for digitalized creative sectors. Methodology. The study employs a comprehensive approach using methods of comparative analysis, statistical data synthesis based on UNCTAD, OECD, and Statista reports, as well as logical-analytical tools to assess structural and dynamic changes within the creative industries under the influence of digitalization. Results. The research confirms that digitalization has become deeply integrated into the creative industries, contributing to the growth of global exports of creative services, especially in software development, R&D, advertising, and marketing. It has been established that digital tools have significantly lowered market entry barriers, while simultaneously intensifying competition. Other findings include: an increase in global exports of creative services amid stable demand for digital content; the expansion of internet access, which creates new conditions for the development of digital business models; the transformation of consumer expectations that now require personalized communication in the digital environment; the dominant role of tech giants (such as Spotify, Google, and Alibaba) in relevant market segments, posing challenges for newcomers; the rising role of developing countries in creative service exports; and the growing importance of digital marketing as a key tool for promoting and monetizing creative products. Scientific novelty. The study specifies the modern influence of digitalization on the creative economy through the lens of marketing practices, presents an original view of the structure of creative services, and identifies new trends in the development of digital marketing as a crucial component of economic growth. Practical significance. The obtained results may be used by public authorities, creative sector enterprises, startups, and educational institutions in designing digital transformation strategies, developing effective marketing policies, and supporting innovation in the field of creative entrepreneurship.