Creative management as a driver of effective innovation in marketing strategies of an enterprise using social networks

Abstract

The article examines the role of creative management as a driver of effective innovation in marketing strategies of an enterprise, taking into account the active use of social networks. Analyzing modern market trends, the relevance of the creative approach in enterprise marketing is characterized, emphasizing the need to integrate innovative ideas into communication with the audience through digital channels. The key thesis is that it is creative management that creates the conditions for creating unique creative campaigns and promotion tools that meet the demands of a dynamic market and the characteristics of social networks. The text highlights the most significant social platforms (Facebook, Instagram, TikTok, LinkedIn, YouTube) and justifies their importance in the marketing strategies of an enterprise. Each of the networks is considered as a separate channel of communication with the audience, which requires specialized creative solutions and allows to enhance the innovative effect due to wide coverage and interactivity. The key parameters of the creative management system in the marketing of the enterprise are identified, namely: strategic orientation towards innovation, creative corporate culture, established cooperation processes and effective resource provision of innovative initiatives. For each parameter, a justification of its significance in the creativity management system and its impact on the success of innovation campaigns is provided. The tasks, requirements and principles of creative management are systematized, which determine practical approaches to stimulating creativity in enterprises. The article explains that successful creative management is based on support from management, sufficient resources and an open culture of cooperation. In general, the results of the analysis confirm that creative management provides the enterprise with a competitive advantage, as it allows to quickly implement innovative products and adapt marketing strategies to new communication formats. Targeted areas of further research in the field of effective integration of creative management methods and digital marketing tools to achieve greater efficiency of the enterprise are proposed. The general conclusions of the work emphasize that it is creative management that acts as a catalyst for sustainable development of the enterprise, as it forms internal tools for constant generation of ideas and adaptive response to changes in the marketing environment.