PECULIARITIES OF MARKETING COMMUNICATIONS FORMATION IN THE DIGITALIZATION CONDITIONS

Abstract

The article examines the features of using modern marketing strategies to establish effective communication with the target audience, taking into account the processes of digitalization. The link between the COVID-19 pandemic and the use of advanced digital marketing tools has been established. The significant influence of modern information and communication technologies on changes in customer behavior and transformation of key business processes of companies in order to ensure a high level of competitiveness in different markets is proved. The effectiveness of the application of machine learning algorithms in providing targeting of advertising messages on the Internet is determined. The peculiarities of attracting opinion leaders to promote the products of companies in the digital environment are revealed. In the process of finding opinion leaders to promote their products, companies need to decide on the social networks in which the target audience is located. It is also necessary to clearly define the niche of the product, which will correspond to the specialization of bloggers (beauty bloggers, gaming bloggers, coaching bloggers, travel bloggers, fitness bloggers, food bloggers, etc.). Particular attention should be paid to animals, which are popular among the vast majority of users of social networks. Companies attract popular animals to promote specialized products and related services among the target audience of certain social media. It was found that digitalization processes have contributed to the emergence of virtual influencers, who have a large number of subscribers in various social networks and are used in marketing campaigns of various brands. Peculiarities of social networks transformation on the example of video content are revealed. Social distancing due to the COVID-19 pandemic has contributed to the intensification of the e-commerce market. Using advanced digital marketing tools allows to transform traffic into sales of goods and services of an individual company. Implementing an effective business strategy in e-commerce involves the development of a flexible marketing strategy that will allow to quickly adapt to the needs of the target audience.