Оnline and offline tools in the system of integrated marketing communications
Authors:   National University of Food Technologies, Skryhun Nataliіa , Rozumei Svitlana ,   National University of Food Technologies, Molin Nataliіa ,   National University of Food Technologies
Published: June 2022

The aim of the article. The aim of the article is to analyze the trends in the development of integrated marketing communications and to develop the algorithm for the formation of optimal IMC complex, taking into account modern trends in the economy. Analyses results. The events of the last three years have stimulated the development of e-commerce. Changes in consumer behavior and the global transition of most enterprises to the online sphere have led to significant changes in the overall structure of companies and in individual vectors, for example, marketing activity, communication with consumers, the introduction of new communication channels and many others. To analyze the changes in modern trends in the field of communications, IMC as the most appropriate for modern market conditions were considered. In the process of research, it was found that for the optimal operation of the IMC, the internal communication system of the enterprise which is also integrated with external partners is necessary. It allows you to make the work of specialists more productive, and the goals set are achieved much faster at a lower cost level. Approaches to the formation of the IMC complex by various scientists are considered, and the advantages of Internet communications over traditional methods are presented. Approaches to the formation of the IMC complex by various scientists are considered, and the advantages of Internet communications over traditional methods are presented. The most common systems of communication channels are discussed in the article. It is concluded that omnichannel is the best option in the current conditions. But at the same time, its high cost does not allow small and medium-sized businesses to switch to more efficient communication model. At the same time, according to the authors, in the nearest future the introduction of omnichannel will become one of the main factors in maintaining competitive position. The basic principles of the IMC, and the factors that determine the relevance of the implementation of integrated marketing communications are highlighted in the article. Among them are: the development of information technology, the high cost of individual communication tools, the individualization of consumption, and so on. It is also shown that the proportions of the use of communication tools are changing in favor of digital technologies. It has been established that in order to achieve the greatest communication effect, synergy of online and offline IMC tools is necessary. The distribution of IMC tools for the real and virtual economic environment and the existing communication channels for each of them is presented. The existing methods of forming the IMC system are analyzed, it is concluded that they are not able to fully cope with the needs of the enterprise, which relate to the use of the most effective communication tools. An extended algorithm for constructing an optimal IMC complex is proposed, which corresponds to the current stage of development of business processes. Conclusions and directions for further research. The share of marketing communication tools aimed at capturing the consumers’ attention in the online space has grown and is constantly accelerating its pace. Therefore, enterprises prefer promotion on the Internet, because it guarantees greater effectiveness from their activities. But at the same time, the maximum communication effect can be achieved in synergy with offline tools, which, although they have faded into the background, still perform their communication function well. At this stage in the development of society, communication with consumers continues to be important, but is being transformed into more modern and interactive ways of interconnection. The level of confidence of our country’s population in online shopping has also grown, but this issue is still relevant for enterprises. Increasing the level of security of purchases on the Internet, increasing brand loyalty and the formation of a stable positive image among different segments of the population are relevant vectors for companies that among other things, through the IMC complex can be achieved. There is also a need to study the methods of forming IMC for different types of market and the possibilities of domestic enterprises for the economic adaptation of communication tools to foreign markets.