Igor Bednin, postgraduate student of the Department of Public Management and Administration and International Economics, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

e-mail: igorbednin77@gmail.com

Current Trends in Marketing Communications Management

Abstract.  Introduction. An effective marketing communication system is a key factor in ensuring the competitiveness of enterprises in both domestic and international markets. In the current environment of information technology development, the success of any enterprise significantly depends on the skills and experience of managers in managing communication processes.

Purpose. The purpose of this article is to summarize the concepts of communication tools and information as the foundations of communication management, as well as to explore modern methods of marketing communications for the effective promotion of goods and services.

Results. The article highlights the main principles of marketing communication management, including the complexity and consistency of decisions, integration into the organization’s activities, result orientation, flexibility, development of alternative paths, and alignment with the mission, vision, and plans. It examines modern trends in marketing communication management, such as integrated approaches, message personalization, video marketing, social media and influencer marketing, data analysis, search engine optimization, ethical marketing, mobile marketing, narrative creation, marketing automation, and digital security.

The research emphasizes the importance of ethical and environmentally responsible marketing, which is becoming increasingly relevant due to growing consumer awareness of ecological and social aspects. Enterprises that adopt these approaches are more likely to attract and retain loyal customers. Additionally, the article demonstrates the importance of adapting marketing strategies to contemporary market demands, ensuring long-term success and sustainable development for enterprises.

Conclusions. The implementation of the discussed principles and trends will enable companies to develop effective marketing strategies that meet modern challenges and market needs. This will ensure their competitiveness and sustainable development in the long term. Well-constructed strategies and the use of modern tools will allow enterprises to successfully manage marketing communications and ensure stable market growth. Modern marketing requires constant improvement and adaptation to new consumer and technological demands, and only those companies that are ready for these changes will be able to successfully compete in the digital age.

Keywords: marketing communications; consumer; development trends; interactive marketing communications; telecommunications.

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