Bochko Olena, Doctor of Economic Sciences, Professor, Professor of the department of Marketing and Logistics, Lviv Polytechnic National University, Lviv,  Ukraine

ORCID: 0000-0003-3422-4654
e-mail: Olena.Y.Bochko@lpnu.ua

Karpii Olena, Ph.D. in Economics, Associate Professor, Associate Professor of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, Ukraine

ORCID: 0000-0002-4133-1936
e-mail: olena.p.karpii@lpnu.ua

Dunets Nazarij, Master’s Student in the specialty “Marketing”, Lviv Polytechnic National University, Ukraine

ORCID: 0009-0005-7230-5879

Main Approaches to the Concept of Marketing Communications: Transformation in the Context of Digitalization

Abstract. Introduction. The article examines the main approaches to interpreting the concept of marketing communications and the specific features of its transformation under digitalization. The evolution of scholarly views on the essence of marketing communications is analyzed in the context of the development of digital technologies, the integration of online and offline consumer interaction channels, and changes in the behavior of target audiences. The key characteristics of modern marketing communications are identified, driven by the proliferation of digital platforms, social media, personalized communication, and data-driven approaches. The role of digitalization in shaping an integrated communication policy for enterprises and enhancing the effectiveness of interactions with market stakeholders is substantiated.

Purpose. To explore and propose approaches to the concept of “marketing communications” that are driven by the practical needs of corporate business structures, enable the alignment of marketing strategies with corporate objectives, ensure the integration of communications within omnichannel models, and enhance the manageability of interactions with various stakeholder groups.

Results. The article provides a comprehensive analysis of the main approaches to interpreting the concept of marketing communications and examines the specific features of its transformation under the digitalization of the economy. The relevance of the study is conditioned by the rapid development of digital technologies, the proliferation of online platforms, social media, and analytical tools, which significantly reshape interactions between enterprises and target audiences and establish new requirements for communication policies.

Based on a generalization of scholarly sources, the approaches to understanding the essence of marketing communications are systematized, and the main stages of their evolution are identified: classical (communication-instrumental), process-interactive, strategic-managerial, integrated (synergistic), and omnichannel (digitally oriented). It is substantiated that at the initial stage, marketing communications were primarily considered a set of individual tools aimed at informing consumers and stimulating demand. The further development of theoretical approaches led to the formation of the concept of Integrated Marketing Communications (IMC), within which communication activities are interpreted as a coordinated system of interrelated elements that ensures a synergistic effect and message consistency.

It is argued that the current stage of development is characterized by a transition to an omnichannel interaction model, in which marketing communications acquire a strategic nature and focus on creating a seamless customer experience, regardless of the contact channel. The key characteristics of modern marketing communications shaped by digitalization are identified, including interactivity, multichannel integration, personalization, the use of data-driven approaches, and automated platforms for managing customer interactions.

Conclusions. The study concludes that digitalization acts as a system-forming factor in the transformation of marketing communications, contributes to the development of an integrated communication policy for enterprises, and enhances the effectiveness of interactions with market stakeholders under conditions of intensified competition and a dynamic external environment.

Keywords: marketing communications; digitalization; digital marketing communications; integrated marketing communications; communication policy; digital channels; consumer behavior.

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