MARKETING COMMUNICATIONS IN THE ERA OF DIGITAL TRANSFORMATION

Nesterenko V. Miskiewicz R. Abazov R.
2023 Institute for International Cooperation Development

Virtual Economics
2023 #6 Issue 1 57 - 70 pp.

The advent of digital transformation has revolutionized the marketing landscape, presenting both challenges and opportunities for businesses. This scientific paper delves into the realm of marketing communications in the context of this transformative era. The primary objective is to examine the profound impact of various marketing communication tools on consumer perception and response to advertising messages, direct marketing, electronic communication, and other innovative marketing techniques. Utilizing the ANOVA (analysis of variance) statistical evaluation method, comprehensive empirical research data are analysed to uncover key trends and insights. The findings shed light on the dynamic market developments characterized by a notable decline in the effectiveness of traditional mass marketing approaches. Instead, there is a discernible shift towards more specialized marketing strategies, bolstered by the rapid advancement of computer and information technologies. Moreover, this study confirms a hypothesis pertaining to the efficacy of Internet advertising in relation to different age groups of customers. This confirmation underscores the importance of leveraging digital platforms and channels to engage specific target audiences effectively. The practical significance of this research lies in its potential to guide marketers in optimizing their marketing budgets, identifying the most impactful communication channels, and discerning statistically significant variations in consumer responses to diverse marketing communication tools. By understanding these nuances, marketers can design more targeted and persuasive marketing campaigns, leading to enhanced customer engagement and improved business outcomes.

advertisements , artificial intelligence , common value transformation , marketing communication , trends , values

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Sumy State University, Sumy, Ukraine
Institute of Management, University of Szczecin, Szczecin, Poland
Luma Holding Limited, Malta
Development Program on Sustainability, Columbia University, NYC, United States
Kazakh National Agrarian Research University, Almaty, Kazakhstan

Sumy State University
Institute of Management
Luma Holding Limited
Development Program on Sustainability
Kazakh National Agrarian Research University

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