EVOLUTION OF CORPORATE MARKETING COMMUNICATION POLICY IN THE DIGITALIZATION ERA
Main Article Content
Abstract
Introduction. The article is dedicated to studying the transformation of corporate marketing communication policy under the influence of digitalization. In today’s conditions, the rapid development of digital technologies significantly alters traditional approaches to customer communication, providing companies with opportunities to improve efficiency, personalization, and real-time market analysis. Key digital communication tools are examined, such as social media, CRM systems, artificial intelligence, and analytics platforms, which enable businesses to adapt more flexibly to changes in consumer behavior. The article also highlights major trends and challenges that companies face in the digitalization process, including data privacy issues and ethical aspects of audience interaction.
The purpose of this article is to investigate the transformation of corporate marketing communication policies under the influence of digitalization. The rapid development of digital technologies is fundamentally altering traditional approaches to customer communication, offering companies opportunities for enhanced efficiency, personalization, and real-time market analysis.
The research uses methods such as analysis and synthesis to explore how digital tools—such as social media, CRM systems, artificial intelligence, and analytics platforms—enable businesses to flexibly adapt to changes in consumer behavior. Structural analysis is also applied to determine the impact of these technologies on the flexibility of marketing strategies in the digital age, along with systemic evaluation of key trends and challenges in digital transformation, including data privacy and ethical issues in audience interactions.
Results. The study confirms that digitalization provides significant opportunities for improving the effectiveness of marketing communications, expanding audience reach, and attracting new customers. Through digital tools, companies can rapidly adapt strategies, maintain continuous engagement with customers, and gain deeper insights into their needs, which strengthens brand positioning in a competitive market. Additionally, digital communication fosters a personalized customer experience, enhancing loyalty and satisfaction.
Originality. The novelty of this research lies in its systematic approach to analyzing the adaptation of marketing communication strategies in the era of digital transformation. The study contributes to understanding the core tools and methods that facilitate the evolution of corporate communication, highlighting both the potential advantages and challenges of digitalization. Furthermore, the article emphasizes the importance of flexible adaptation to technological advancements and addresses ethical considerations, such as data privacy and security.
Conclusions. The findings indicate that, while digitalization offers substantial advantages for enhancing marketing communication, it also presents various challenges. Companies need to respond swiftly to technological advancements, integrate digital tools into existing business processes, and address issues of data protection and privacy. The growing competition in the digital space compels companies to optimize content and adopt innovative interaction methods to capture consumer attention effectively. Therefore, a balanced and adaptive approach is essential for leveraging digitalization to maintain competitiveness in a dynamic market environment.
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