RESEARCH OF MARKETING COMMUNICATIONS OF COMPANIES ON THE ONLINE MARKET

Abstract

Introduction. In the 21st century, a mandatory and unalternative element of maintaining a high level of competitiveness of any company is its proactive, strategically verified presence in the global online communication environment [1]. Deep digitalization of economic, social and production processes, stimulated by rapid technological progress, the spread of mobile communications and cardinal changes in consumer behavior, has radically transformed the architecture of interaction between the manufacturer of a product or service and the end consumer. The modern concept of Internet communications does not simply complement the classic marketing mix, but completely reformats it, combining an interactive, hypermedia opportunity to build deeply individualized interaction with users who generate demand and receive comprehensive information in real time, regardless of geographical or time constraints [1].

Marketing as a philosophy of production and sales has historically developed along several main lines that determined its impact on the competitive positions of market entities. The first line was traditionally associated with passively following existing market trends, current needs and tastes of society. This approach ensured the maintenance of a basic level of profitability and eliminated critical risks of uncertainty. Instead, in the era of digital transformation, a proactive, innovative approach becomes dominant, in which companies, using powerful digital tools, independently shape new market realities, needs and opportunities for consumers [1].

Purpose. The purpose of the study is the theoretical, methodological and applied substantiation of the features of the formation and development of marketing communications of companies in the online market in the conditions of digitalization of the economy, as well as the analysis of the transformation of communication tools under the influence of digital technologies, the omnichannel approach and changes in consumer behavior.

Materials and methods. The methodological basis of the study is a systematic and comprehensive approach to the analysis of marketing communications of companies in the digital environment. The information base is made up of scientific works of domestic and foreign researchers in the field of marketing communications, digital marketing and e-commerce, statistical data of international analytical agencies, results of industry research, as well as materials of consulting companies and professional associations of the digital market.

A set of general scientific and special methods was used in the research process. The method of analysis and synthesis was used to generalize theoretical approaches to the interpretation of marketing communications in the digital economy. The comparative method allowed us to determine the evolution of communication tools and their adaptation to the online environment. To study the effectiveness of digital communications, economic analysis methods and a system of quantitative marketing metrics (CTR, CPC, CPA, CLV) were used. Qualitative research methods played an important role, in particular, content analysis of communication platforms, analysis of user feedback and online surveys in the format of focus groups. This allowed us to comprehensively assess the interaction of companies with consumers and the effectiveness of communication strategies in the digital environment.

Results. The article provides a comprehensive analysis of the evolution, functional specificity and current state of marketing communications of companies in the conditions of the functioning of the global online market. The work covers a wide range of issues related to the transition from traditional paradigms of one-sided information influence to multi-level interactive and omnichannel systems, the architecture of which is based on modern digital technologies. The range of methodological approaches to assessing the effectiveness of marketing communications in the Internet environment is detailed, which organically combines quantitative indicators (a system of key performance indicators) and qualitative methods (automated content analysis of communication platforms, online surveys in the format of focus groups). Based on large-scale empirical data from domestic and global markets for 2024–2025, practical cases of leading Ukrainian and international companies were studied, which representatively illustrate the processes of digitalization of sales policy, adaptation to crisis conditions, as well as the use of innovative technologies in building the architecture of customer experience.

It was established that in the conditions of digitalization of the Ukrainian market, the integration of the principles of social responsibility and value-oriented marketing into the communication strategies of companies is of particular importance. This contributes to increasing the level of consumer trust and forming a positive reputation of brands in the digital environment.

Discussion. Prospects for further research consist in developing comprehensive models for assessing the effectiveness of marketing communications of companies in the online market, taking into account the use of big data, artificial intelligence and automated systems for managing interaction with consumers. An important direction is also the study of the impact of personalization of digital communications and socially responsible marketing on the formation of long-term customer loyalty in the digital environment.