SPECIFIC FEATURES OF MARKETING COMMUNICATIONS IN COMPANIES USING DIGITAL INSTRUMENTS AND TECHNOLOGIES
Keywords:marketing communications, advertising campaign, digital communications, digital tools, digital technology
The authors seek to explore the importance of implementing marketing communications in modern business settings. The article offers insights into specific features of marketing communications and their essential role in company activities, being a critical factor that impacts on company competitiveness, creating its positive image among consumers, disseminating information about company products and services, etc. The research provides interpretations of the classic concepts of "communication", "marketing communication", "digital communication" along with presenting modern digital technologies of marketing communications. Based on the analysis of scientific literature, the major benefits of digital communications have been revealed, in particular: their interactivity, personalization and measurability. Also, a comparative overview of traditional and digital marketing communications is provided. Resting upon the works of N. Illiashenko, O. Savchenko, M. Stelnzer, J. Wubben, D. Khalilov, the authors suggest the basic tools of digital communications as well as providing the main advantages and disadvantages in their application. Particular emphasis is placed on the benefits of modern digital technologies of marketing communications (3D technologies; augmented reality (AR); virtual reality (VR); QR code). To achieve the most effective results from the implementation of digital tools and technology for sales promotion, it is critical to design a clear and specific marketing communication program that will contribute to developing a detailed marketing plan and build a company strategy for the future.