Media marketing in the activities of publishing and printing enterprises in the conditions of Society 5.0

Abstract

The article identifies the importance and relevance of the topic of media marketing in the activities of publishing and printing enterprises in the conditions of Society 5.0. It is established that media marketing is becoming a key element of marketing activity, which ensures the competitiveness of enterprises in a dynamic and digitally oriented environment. It is proven that media marketing strategies allow for the effective integration of traditional and digital communication channels, contributing to a deeper involvement of the target audience and increasing customer loyalty. Three key essential principles of media marketing are characterized: an integrated approach to media activities, analytics and personalization, transparency and security activities. The impact of Society 5.0 on the formation of media marketing strategies is characterized through the digitalization of content, the combination of physical and digital formats, as well as the development of ethical standards and security activities. It is proven that the transition to Society 5.0 standards causes significant changes in media marketing, in particular, the transition from passive to interactive content, deepening interaction through personalization and increasing attention to security aspects. It is established that media marketing in the conditions of Society 5.0 not only contributes to the effective promotion of products, but also ensures the protection of data and the reputation of enterprises, which is the key to their long-term success. Therefore, media marketing becomes a central component of the strategic development of publishing and printing enterprises, in accordance with the requirements of modern society. It is determined that the integration of media marketing strategies with security activities contributes to the creation of a safe and productive environment for interaction with customers. It is established that media marketing in the conditions of Society 5.0 provides not only an increase in the effectiveness of marketing activities, but also supports the sustainable development of enterprises through innovative approaches and responsible management of information resources.