Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /var/www/www-root/data/www/modecon.mnau.edu.ua/wp-content/plugins/qtranslate-x/qtranslate_frontend.php on line 497
{"id":22958,"date":"2026-10-07T15:56:52","date_gmt":"2026-10-07T12:56:52","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=22958"},"modified":"2026-10-07T15:56:52","modified_gmt":"2026-10-07T12:56:52","slug":"digitalization-as-a-driver-of","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/digitalization-as-a-driver-of\/","title":{"rendered":"De\u0456neha I., Pytuliak N. Digitalization as a Driver of the Development of Integrated Marketing Communications in the Modern Business Environment"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification:<\/strong> M31, M37, O33, L74<\/span><\/i><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V58(2026)-13<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]De\u0456neha Inna, <\/b>Doctor of Economics, Professor of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, Ukraine<\/span><\/p>\n

ORCID:<\/strong> 0000-0001-5006-190X<\/span><\/a>
\ne-mail: <\/strong>inna.o.deineha@lpnu.ua<\/span><\/a><\/p>\n

Pytuliak Nataliia, <\/b>PhD in Economics, Associate Professor of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, Ukraine<\/span><\/p>\n

ORCID:<\/strong> 0000-0002-6579-9189<\/span><\/a>
\ne-mail: <\/strong>Nataliia.S.Pytuliak@lpnu.ua<\/span><\/a><\/p>\n

Digitalization as a Driver of the Development of Integrated Marketing Communications in the Modern Business Environment<\/b><\/p>\n

Abstract. Introduction. <\/em><\/strong>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.<\/span><\/i><\/p>\n

Purpose<\/i><\/b>. 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.<\/span><\/i><\/p>\n

Results<\/i><\/b>. 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.<\/span><\/i><\/p>\n

Conclusions<\/i><\/b>. 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.<\/span><\/i><\/p>\n

Keywords<\/i><\/b>: building materials market, digital transformation, integrated marketing communications, synergistic effect, B2B marketing, digital communication channels<\/span><\/i><\/p>\n

References<\/b>:<\/strong><\/p>\n

    \n
  1. Bochko, O. YU., Karpiy, O. P., & Dunets\u02b9, N. N. (2026). Main approaches to the concept of \u00abmarketing communications\u00bb: transformation in the context of digitalization. Modern Economics, \u2116 55, 43-49. https:\/\/doi.org\/10.31521\/modecon.V55(2026)-06.<\/span><\/li>\n
  2. Kuz\u02b9mak, O. I., & Shaydyuk, A. S. (2020). Modern marketing technologies as a tool for effective enterprise management in the context of globalization. Scientific Notes of the National University \u00abOstrog Academy\u00bb. \u00abEconomics\u00bb Series, \u2116 19(47), 57-63. https:\/\/surl.li\/zktbnl.<\/span><\/li>\n
  3. Lazebnyk, V. V. (2025). The effectiveness of integrated marketing communications in merchandising. Current Issues in Economic Sciences, (7). https:\/\/doi.org\/10.5281\/zenodo.14768602.<\/span><\/li>\n
  4. Lyshko, S. V. (2021). Formation of integrated communications as the basis of marketing strategies of modern business. Economy and Society, Vyp. 31. https:\/\/surl.li\/wvfetf.<\/span><\/li>\n
  5. Marketing of building materials, tools and construction equipment. https:\/\/dinanta.com\/blog\/building-supplies-marketing.<\/span><\/li>\n
  6. Mostens\u02b9ka, T. (2016). Peculiarities of building integrated marketing communications. Collection of Scientific Papers of ChDTU. Economic Sciences, CH.\u202f1, Vyp.\u202f43, \u202f13-20. https:\/\/doi.org\/10.24025\/2306-4420.1.43.2016.110696.<\/span><\/li>\n
  7. Remez\u02b9, YU. B. (2008, March 13-14). Integrated marketing communications: content and meaning. Enterprise Economics: Theory and Practice: Proceedings of the II International Scientific and Practical Conference, Kyiv National Economic University, Kyiv, Ukraine,177-179. https:\/\/surl.li\/rhqlah.\u00a0<\/span><\/li>\n
  8. B2B Marketing for Construction Companies: A Multi-service Construction Marketing Agency. https:\/\/surl.lt\/bmkljs.\u00a0<\/span><\/li>\n
  9. 57 B2B Marketing Statistics 2026 [Growth & Trends]. (2026). DemandSage. https:\/\/www.demandsage.com\/b2b-marketing-statistics\/\u00a0<\/span><\/li>\n
  10. Butkouskaya, V. (2026). The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC). Technological Forecasting and Social Change. Vol. 232. https:\/\/doi.org\/10.1016\/j.techfore.2026.124850.<\/span><\/li>\n
  11. Integrated Marketing Communication: The New Framework for B2B Construction. GWP Inc. (2023, July 24). https:\/\/surl.li\/lpbebe.<\/span><\/li>\n
  12. Kitchen, P. J., & Tourky, M. E. (2021). Integrated Marketing Communications: A Global Brand-Driven Approach. 2nd ed. Bingley : Emerald Publishing Limited. https:\/\/elibrary.nib.edu.kh\/book\/MKT-0007.pdf.\u00a0<\/span><\/li>\n
  13. Piekunko-Mantiuk, I., & Trusiewicz, P. (2023). Marketing trends among manufacturers of building materials: report 2023. https:\/\/surl.lu\/fpssaw.<\/span><\/li>\n
  14. Porcu, L., Del Barrio-Garcia, S., & Kitchen, P. J. (2017). Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, 51(3), 692-718.<\/span><\/li>\n
  15. Qi, M., Abdullah, Z., Zhou, B., & Rahman, S. N. A. (2025). Bibliometric analysis of Integrated Marketing Communications (2015-2024): knowledge structures, emerging themes, and future perspectives. Humanities and Social Sciences Communications. Vol. 12, \u2116 1622. https:\/\/doi.org\/10.1057\/s41599-025-05884-8.<\/span><\/li>\n
  16. Schultz, D. E., & Schultz, H. F. (2003). IMC, the next generation: Five steps for delivering value and measuring returns using marketing communication. McGraw Hill.\u00a0<\/span><\/li>\n
  17. Sergeev, S. (2026). What Is Integrated Marketing Communications (IMC)? A Unified Approach. https:\/\/surl.li\/mmmedt.\u00a0<\/span><\/li>\n
  18. Wenger, S. (2026). Industrial Marketing \u2013 Complete Guide: Definition, Characteristics, Strategy, Examples. https:\/\/surl.li\/vqpdca<\/span>.<\/span><\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received: 25 August 2026<\/span><\/strong><\/p>\n

    \"de\u0456neha.pdf\"<\/div>
    de\u0456neha.pdf<\/div><\/div>
    <\/div>
    <\/div>
    Size: <\/span>1,35<\/span><\/div>
    Download Now!<\/a><\/span>1<\/span> Download<\/span><\/span><\/div><\/div>
    <\/div><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n\n
    \n

    How to quote this article?<\/p>\n<\/td>\n<\/tr>\n

    De\u0456neha I., Pytuliak N. (2026). Digitalization as a Driver of the Development of Integrated Marketing Communications in the Modern Business Environment. Modern Economics, 58(2026), 100-106. DOI: https:\/\/doi.org\/10.31521\/modecon.V58(2026)-13.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=”.vc_custom_1657628632157{margin-top: 10px !important;}”]<< \u041f\u043e\u0432\u0435\u0440\u043d\u0443\u0442\u0438\u0441\u044f \u0434\u043e \u0437\u043c\u0456\u0441\u0442\u0443<\/a>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

    [vc_row][vc_column][vc_column_text] JEL Classification: M31, M37, O33, L74 DOI: https:\/\/doi.org\/10.31521\/modecon.V58(2026)-13 [\/vc_column_text][vc_column_text]De\u0456neha 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:
    Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":13475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[262],"tags":[263],"class_list":["post-22958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-58-2026","tag-263"],"_links":{"self":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts\/22958","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/comments?post=22958"}],"version-history":[{"count":3,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts\/22958\/revisions"}],"predecessor-version":[{"id":22966,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/posts\/22958\/revisions\/22966"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/media\/13475"}],"wp:attachment":[{"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/media?parent=22958"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/categories?post=22958"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/modecon.mnau.edu.ua\/en\/wp-json\/wp\/v2\/tags?post=22958"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}