EVOLUTION OF ENTERPRISE MARKETING COMMUNICATIONS IN THE CONTEXT OF ECONOMIC DIGITALISATION
DOI:
https://doi.org/10.25313/3083-7782-2026-6-32Keywords:
marketing communications, economic digitalisation, integrated marketing communications, omnichannel management, customer journey, marketing analytics, artificial intelligenceAbstract
Introduction. Economic digitalisation is transforming enterprise marketing communications from separate message-delivery channels into a continuous system of managed interactions integrating customer data, platforms, analytics, automation, and trust requirements. However, the adoption of websites and social media substantially outpaces customer relationship management, business intelligence, and customer-data analytics, creating a gap between enterprises’ digital presence and the maturity of communication management.
Purpose. To substantiate the evolution of enterprise marketing communications and develop a management model of their digital maturity integrating development stages, structural dimensions, transition criteria, performance indicators, and trust- and resilience-related constraints.
Materials and methods. The information base comprised academic publications on integrated marketing communications, digital marketing, customer experience, omnichannel management, marketing analytics, and artificial intelligence; harmonised Eurostat data on digital technology use by European Union enterprises for 2014 – 2025; materials of the State Statistics Service of Ukraine; and relevant regulatory acts. The study employed a targeted structured literature review, comparative historical analysis, systematisation, conceptual modelling, and descriptive economic-statistical analysis.
Results. Six stages in the evolution of marketing communications were systematised: mass-monologic, integration-coordination, interactive-web, social-mobile, omnichannel-analytical, and intelligent-adaptive. In 2025, 63.57% of EU enterprises used social media, whereas 28.51% used CRM, 16.28% used business intelligence, and 11.44% analysed social-media data. A digital maturity index was proposed across six dimensions: strategic integration, customer-centred interaction, omnichannel orchestration, data and analytics, automation and personalisation, and trust and resilience. The principle of non-compensability of critical risks was substantiated: technological activity cannot offset inadequate data quality, lawfulness, or security.
Prospects. Further research should validate the index using a sample of Ukrainian enterprises, test the reliability and factor structure of the scale, calibrate dimension weights by industry, and assess relationships with incremental marginal income, customer retention, and brand resilience.
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