THE EVOLUTION OF CREATIVE STRATEGIES IN DIGITAL MARKETING AS A RE-FLECTION OF CHANGES IN CONSUMER BEHAVIOR AND MEDIA CONSUMPTION

Abstract

The article examines the transformation of creative strategies in digital marketing amid shifts in media consumption and audience digital habits. It analyzes user interaction patterns associated with the growth of mobile and platform-based engagement, attention fragmentation, and the increasing involvement of younger generations (Z and Alpha). The study highlights how modern brands adapt their visual language and communication formats to algorithmic environments and cultural specifics of content perception. Particular attention is given to the use of personalized, emotional, and interactive approaches, including storytelling, SMM, UGC, and performance-driven methods. The paper concludes that creative strategies have become a dynamic tool reflecting not only marketing objectives but also the broader evolution of digital culture.