The contemporary political scene, strongly influenced by dynamic social, cultural and technological changes, requires modern political marketing strategies. The October 2023 general election is a prime example of this trend. Political marketing, an important part of the electoral process, is changing under the influence of evolving technologies and new forms of interactive communication. In today's society, where information moves at lightning speed and interactions take place mainly in the digital space, politics faces the challenge of reaching a diverse electorate. Evolving technologies are opening new horizons and creating challenges for political marketing. Social media plays a key role, not only as an information platform, but also as a space for social debate. Artificial intelligence and data analytics are opening up previously unimaginable possibilities – allowing a precise understanding of voter preferences, but also creating space for information manipulation. The future of political marketing is an evolution of the way campaigns are run. The introduction of new technologies and interactive communication will significantly change political marketing strategies, leading to more personalised, effective and engaging campaigns that better meet voters' needs and expectations. Understanding these changes is important to support the values that modern states represent.