Deіneha Inna, Doctor of Economics, Professor of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, Ukraine

ORCID: 0000-0001-5006-190X
e-mail: inna.o.deineha@lpnu.ua

Pytuliak Nataliia, PhD in Economics, Associate Professor of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, Ukraine

ORCID: 0000-0002-6579-9189
e-mail: Nataliia.S.Pytuliak@lpnu.ua

Digitalization as a Driver of the Development of Integrated Marketing Communications in the Modern Business Environment

Abstract. Introduction. The construction materials market is characterized by intense competition, changing demand, digital transformation, and fragmented communication channels, increasing the need for integrated marketing communications (IMC) that combine traditional and digital tools. This is particularly relevant for construction materials manufacturers operating in a B2B environment, where purchasing decisions involve multiple stakeholders, require technical expertise, and entail lengthy decision-making cycles.

Purpose. The purpose of this article is to investigate the impact of digitalization on the development of IMC among construction materials manufacturers and to identify the specific features of designing and implementing IMC in the B2B segment under conditions of ongoing digital transformation.

Results. The study systematizes scientific approaches to IMC and identifies its specific features for construction materials manufacturers, including the B2B nature of the market, technical product complexity, multi-level stakeholder structures, lengthy decision-making cycles, and the importance of expert information. An empirical ranking based on weighted mean scores establishes the relative positions of IMC tools. Websites, social media, and direct marketing rank highest, while digital media advertising, pay-per-click (PPC) advertising, socially responsible marketing, and internal communications within clusters and associations rank lowest. Differences in tool rankings across companies of different sizes are also identified. Based on the theoretical and empirical findings, a model for developing IMC is proposed, incorporating market and communication prerequisites, tool ranking, digital integration, communication coordination, and performance evaluation with feedback mechanisms for adjusting tool priorities.

Conclusions. IMC should be viewed not merely as a set of communication tools but as a strategic mechanism for managing stakeholder relationships and building long-term brand value. Digitalization facilitates the integration of online and offline communications, improves message consistency, optimizes marketing expenditures, and supports long-term competitive advantages. IMC effectiveness depends primarily on strategic coordination of communication channels and their adaptation to the specific characteristics of the B2B construction materials market.

Keywords: building materials market, digital transformation, integrated marketing communications, synergistic effect, B2B marketing, digital communication channels

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