DEVELOPMENT OF MARKETING COMMUNICATIONS FROM INTEGRATED MODELS TO ALGORITHMIC SYSTEMS
Abstract
The article examines the evolution of marketing communications in the context of the transformation of marketing concepts and the development of digital technologies. Scientific approaches to the periodization of marketing communications are generalized, and the expediency of their refinement is substantiated, taking into account current trends in digitalization, the platform economy, and management algorithmization. The transformation of marketing communications from a tool of one-way influence into an integrated system of multilateral interaction with stakeholders is analyzed, functioning in an omnichannel environment and under the growing influence of digital platforms. Particular attention is paid to the development of the concept of integrated marketing communications and its evolution toward next-generation models based on the use of data, analytics, and artificial intelligence technologies. The essence of the digital and algorithmic stages of marketing communications development is defined, and their key characteristics are identified, including interactivity, personalization, automation, predictiveness, and real-time adaptability, as well as their fundamental differences. In addition, the role of customer experience and Customer Journey management as key elements of modern enterprise communication policy is substantiated. A conceptual model of marketing communications based on data and artificial intelligence technologies is proposed, taking into account macro-determinants of development, functional transformations, and the technological basis for communication decision-making. The expansion of marketing communications functions is substantiated, including analytical-predictive, generative, cognitive, relational, and socio-integrative functions, as well as their integration into the system of strategic enterprise management. It is proven that modern marketing communications are transforming into an adaptive, personalized, and predictive system of interaction management, aimed at achieving a balance between economic efficiency, social responsibility, environmental considerations, and the principles of sustainable development.
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