DIGITAL COMMUNICATIONS IN THE MARKETING ACTIVITIES OF ENTERPRISES

Abstract

The article provides a comprehensive examination of digital communications as an independent economic and behavioral phenomenon within contemporary enterprise marketing activities. The relevance of the topic is determined by the rapid digitalization of the business environment, the increasing role of online channels in shaping customer experience, and the transformation of the economic model of interaction between firms and their customers. In the current context, digital communications go beyond serving as a supplementary promotional tool and become a strategic resource for managing demand, customer loyalty, and customer lifetime value. The purpose of the article is to systematize the key characteristics of digital communications and to substantiate their impact on consumer behavior and the economic model of enterprise–stakeholder interaction. The study identifies the fundamental characteristics of digital communications, including asynchronicity, technological dependence and potential channel instability, the predominantly verbal nature of interaction, and the evolution of the emotional component under the influence of multimedia development. It is demonstrated that asynchronicity and the minimization of transaction costs shape a new logic of consumer decision-making, manifested in delayed interaction, multi-channel information consumption, and lower conversion rates in e-commerce. The economic feasibility of service automation, the implementation of AI solutions, Customer Data Platforms, and machine learning algorithms is substantiated, as these tools enable the combination of mass audience reach with deep personalization of communications. The dual nature of digital communications as a mass-personal phenomenon, combining scalability with individualized engagement, is revealed. The obtained results contribute to the advancement of marketing theory by proposing a structured model of digital communications that incorporates behavioral, technological, and economic characteristics.