Yarova Yuliia, Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine

ORCID: 0000-0003-0334-7264
e-mail: y.yarova@vtei.edu.ua

Innovative Marketing Approaches in the Public Policy System

Abstract. Introduction. Effective communication plays a key role in shaping public opinion, promoting civic engagement, and ensuring the successful implementation of public policy. Traditionally, public policy marketing relied heavily on strategies like media campaigns, informational brochures, and social service announcements. While these methods have historically served their purpose, the digital age requires a more innovative approach to reach diverse populations effectively and measurably.

The purpose of the article is to substantiate the need to introduce innovative marketing and strategic approaches into the public administration system, and to analyze the role of open data and digital technologies in this process.

Results. The article explores the essence and significance of innovative marketing approaches within the public policy system amid digital transformation. It substantiates the necessity of transitioning from traditional communication models to modern tools based on digital technologies, open data, and big data analytics. It also analyzes the role of big data, open data, and open government concepts in ensuring the transparency, accountability, and efficiency of public administration, as well as their synergistic interaction. Key innovative marketing tools are identified, including digital public marketing, social marketing, participatory mechanisms, data-driven storytelling, gamification, and territory branding. The importance of public participation and implementing CivicTech technologies to increase trust in the government is also discussed. The article proves that integrating innovative approaches into strategic management improves the quality of management decisions, the efficiency of resource use, and the formation of an open information society. The main conditions for successfully implementing such approaches are identified, particularly the regulatory, organizational, and technical support for digitalizing public administration processes.

Conclusions. The study found that introducing innovative marketing approaches in public administration increases the efficiency of management decisions, the transparency of government activities, and the level of citizen trust. Integrating digital technologies, particularly big data and open data, is important for transitioning to a data-oriented management model. Further research prospects include developing practical mechanisms for evaluating the effectiveness of innovative marketing tools in the public sector.

Keywords: innovative marketing; open data; Big Data; Open Data; Open Government; public policy; strategic management; digitalization; public participation; government transparency.

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