FRAGMENTATION OF THE COMMUNICATION ENVIRONMENT IN MODERN MARKETING: TRENDS, CHELLENGES AND PROSPECTS

Abstract

The article examines the rapid evolution of modern communication strategies driven by the increasing number of channels, platforms, and communication tools through which businesses interact with consumers. It substantiates the need for the fragmentation and systematic classification of these communication environments. A comprehensive analysis of the key trends and challenges associated with communication fragmentation is presented. The study highlights promising approaches and directions for managing modern marketing communications within the framework of a marketing concept that can serve as a methodological foundation while defining the parameters of a unified corporate information space, regardless of the consumer interaction channel. The research also demonstrates the multidimensional expansion of the subject area of contemporary marketing. The paper proves that integrating all consumer touchpoints into a single, unified system is a natural response to the current fragmentation of the communication environment and constitutes the foundation of the omnichannel marketing concept. A phased model for implementing these processes in marketing is proposed. Special attention is devoted to current challenges in the personalization of communications, particularly those related to privacy breaches and information security risks, which negatively affect consumer trust and behavior. The study proposes new approaches to the personalization of marketing communications that help achieve an appropriate balance between the effective use of personal data and the protection of consumer privacy. Based on the research findings, the concept of ethical marketing is substantiated. The paper identifies the key elements of ethical marketing in the context of ensuring privacy protection and advancing personalized approaches in modern digital communications, positioning them as a solution to the challenges arising from the fragmentation of today’s marketing communication environment. The study further demonstrates that communication fragmentation has stimulated the emergence of new scientific directions in marketing, contributing to the development of the methodological foundations of digital marketing, ethical marketing, omnichannel marketing, AI marketing, and several related fields. Consequently, the challenges created by global and digital transformations in the contemporary communication environment and in the market as a whole are becoming a driving force for the advancement of marketing science.