Structural and qualitative changes in marketing communications in the digital economy

Abstract

Importance: the most important element of marketing is marketing communications, which determine the effectiveness of the company’s market activity, form the strategic success of the company. The digitalization of the domestic economy also affects the marketing sphere of organizations, leading to significant changes in marketing communications. Purpose: to study the ongoing structural and qualitative changes in marketing communications in the digital economy, to identify trends for further changes. Research design: in the course of the research, attention is paid to the development of the Russian digital economy, studied in the context of global trends. The changes occurring in the commercial activities of enterprises, especially affecting the complex of marketing communications, are analyzed. The study is based on statistical data from Rosstat, specialized agencies, and research organizations. The trends of reduction of certain types of marketing communications, and increase, as well as qualitative changes in marketing communications, which are implemented through Internet communication, are determined. Results: the authors predict the rapid growth of digital marketing marketing communications of domestic enterprises, identified a set of conditions conducive to this trend. There is a trend towards reducing the share of personal sales in the complex of marketing communications, the transformation of this type of communication into a virtual format, which in the future should be controlled by artificial intelligence. The key qualitative changes in marketing communications, which are moving from the traditional to the digital format, are systematized.