STRUCTURAL-LOGICAL MODEL OF THE STAGES OF MARKETING COMMUNICATIONS IN A DIGITAL MARKETING MEDIUM
Abstract
The article examines the essence of marketing communications under the digital transformation of the economy. Rapid digitalization has changed the logic of interaction between firms and target audiences. The study aims to develop a structural-logical model of marketing communication stages in a digital environment to systematize communication management and ensure effectiveness across the consumer journey. Key features of digital marketing are identified: non-linearity, multichannel interaction, real-time data, high personalization, and measurability. Traditional linear models are deemed insufficient, requiring new systemic approaches. An eight-stage structural-logical model is proposed: environmental analysis, goal-setting, segmentation and targeting, message development, channel selection, implementation, monitoring and analysis, and optimization. The model integrates the customer journey and the TOFU/MOFU/BOFU funnel, ensuring consistent influence at each decision stage. A comprehensive KPI system is developed to cover all stages of the marketing funnel, ranging from awareness to customer retention. At the upper stages, key indicators such as reach and audience coverage are used to assess the extent of market visibility, while engagement metrics (including interactions, shares, and time spent) help evaluate the quality of audience involvement. At the consideration stage, click-through rate (CTR) serves as a critical measure of the effectiveness of communication messages and their ability to generate interest. The interrelation of owned, paid, and earned media is substantiated within an omnichannel strategy: owned media ensure long-term communication, paid media expand reach, and earned media build trust. Their integration creates synergy, enhances brand visibility, and ensures message consistency. The model’s practical value lies in its use for planning, implementation, and evaluation of marketing communications, improving channel coordination, investment efficiency, customer experience, and continuous optimization in a dynamic digital environment.
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