MODERN MARKETING COMMUNICATION TOOLS: ASSESSMENT OF THE IMPACT ON BRAND POSITIONING AND SALES DYNAMICS

Abstract

The article explores the theoretical and methodological principles of assessing the impact of modern marketing communications tools on brand positioning and sales dynamics in the context of digital transformation and high market turbulence. The relevance of the study is due to significant changes in the structure of marketing communications, the growing role of digital channels, omnichannel strategies, personalized algorithms for interacting with consumers, and the complexity of the processes of measuring their effectiveness. Special attention is paid to the specifics of the functioning of enterprises in Ukraine under martial law, which is accompanied by a decrease in consumer activity, instability of demand, an increase in the importance of brand trust, socially responsible positioning, and transparency of communications. The study systematizes modern marketing communications channels, including content marketing, social networks, targeted advertising, influencer marketing, CRM-oriented communications, e-mail and mobile marketing, SEO, video marketing, PR and event tools, from the point of view of their impact on the formation of brand identity and consumer behavior. It is substantiated that none of the channels is able to ensure stable brand positioning autonomously, and effectiveness is achieved only under the conditions of comprehensive and coordinated use of communication tools within a single strategy. The key mechanisms of influence of marketing communications on consumer behavior are analyzed, among which perceptual, behavioral, social, personalization and information-analytical influence are distinguished. As a result of the study, a comprehensive methodological approach to assessing the impact of marketing communications was proposed, which combines quantitative and qualitative indicators and involves the formation of an integral indicator of the impact of channels based on the assessment of coverage, brand perception, changes in behavior and sales growth. The feasibility of using expert methods and fuzzy-logical modeling in conditions of limited data is substantiated.