The need to analyze and develop models of complex marketing strategies that work effectively in the digital age is substantiated. It is argued that in the conditions of rapid technological progress and comprehensive digitalization, marketing has undergone significant changes. Traditional methods and approaches no longer satisfy modern market requirements. The purpose of the work is to study modern trends in marketing strategies, including the introduction of digital technologies, the use of big data, personalization and artificial intelligence, as well as the influence of social networks and online platforms. Various models of complex strategies are argued, including omnichannel approaches that integrate several communication channels and sales, as well as strategies focused on interacting with customers in real time. Presenting the advantages and challenges faced by companies adapting their marketing efforts to the digital environment. Emphasis is placed on the importance of creating value for consumers through effective communication and innovation. Successful marketing strategies, which should be adaptable and focused on long-term relationships with clients, are substantiated and structured. It has been proven that the introduction of modern technologies, as well as a strategic approach to data and analytics, are key factors in the success of marketing in the digital era.