NEW GENERATION MARKETING COMMUNICATIONS: DIGITAL TECHNOLOGIES FOR CUSTOMER INTERACTION MANAGEMENT USING

Abstract

The development of digital technologies has fundamentally reshaped marketing communications, transitioning from traditional one-way advertising to interactive, personalized, and analytics-driven engagement. Contemporary marketing strategies focus on creating immersive customer experiences through social media, dynamic content, and artificial intelligence, allowing companies to establish real-time feedback loops, foster communities, and strengthen brand loyalty. Short videos, live broadcasts, interactive polls, and storytelling formats enhance emotional involvement, while AI-powered recommendation systems, predictive analytics, and automated customer support optimize resource efficiency and personalize communication. Email marketing has also evolved, incorporating dynamic and interactive content tailored to user behavior, reinforcing omnichannel strategies that integrate social networks, websites, mobile apps, and CRM systems into unified customer experiences. A prominent illustration of these principles is MHP (Myronivsky Hliboproduct), a leading agro-industrial company in Ukraine, which applies an integrated digital marketing strategy across its multi-brand portfolio. MHP leverages CRM data to analyze consumer behavior, segment audiences, automate messaging, and deliver personalized content. The company’s brands — “Nasha Ryaba,” “Legko!” and “Bashchynskyi” — utilize social media, video content, influencer partnerships, and interactive digital campaigns to create emotionally resonant communication tailored to each brand’s positioning. The case of MHP demonstrates that modern marketing communications are most effective when combining analytics, automation, emotional storytelling, and social engagement. The company’s experience confirms that digital ecosystems designed for personalized and interactive interaction significantly increase customer loyalty, enhance brand reputation, and optimize the efficiency of communication strategies in a competitive market environment. Moreover, MHP approach highlights the importance of integrating sustainability and social responsibility into digital marketing, which further strengthens consumer trust and long-term brand value.