Digitalization Strategies for Marketing Communications to Build Relationship Marketing: Modern Solutions in Brand Management
Authors: Morokhova Valentyna , Batyrbekova Zhyldyz , Bondarenko Olena , Ustik Tetiana , Saiensus Mariia , Travin Vitalii 
Published: December 2023

The content presented in this article explores the emergence and progression of digital marketing on a global scale. This article aims to elucidate the primary drivers behind the evolution of digital marketing, tracing its origins from the inception of early information transmission technologies to the establishment of high-speed Internet platforms operated by prominent companies and the proliferation of online resources offering diverse products and services. Furthermore, this work encompasses a comprehensive chronicle of the evolutionary trajectory of marketing strategies employed by enterprises for engaging with their consumers and prospective buyers. Within the scope of this article, an overview is provided on the contemporary landscape of digital marketing, highlighting its various forms and their utilization within the scientific and theoretical domain as well as practical applications within a diverse spectrum of companies. Additionally, the article presents empirical research findings on the multifaceted interactions between marketing initiatives and their target audience, employing diverse communication channels and methodologies. Statistical metrics and graphical representations are employed to elucidate the growth and maturation of the digital marketing field, offering insights into industry-specific trends, geographical variations, and the financial investments committed to this evolving domain. This article also delves into various Internet platforms that have significantly influenced the evolution of digital communications within the realm of commerce. The author systematically elucidates the distinctive approaches adopted by these platforms in advancing digital marketing strategies. Moreover, the article underscores the manifold advantages of digital marketing, with particular emphasis on the substantial reduction in transaction costs and the mitigation of governmental regulatory interference in economic activities. This reduction in regulatory influence is attributed to the emergence and consolidation of novel formal and informal protocols governing both domestic and international online transactions. Furthermore, it is observed that the digitalization of trade has hastened the globalization of economic relations, simplifying trade interactions and eradicating geographical boundaries between nations, particularly in the context of promoting branded products. In addition, the author underscores the critical importance of adhering to specific guidelines to gain a competitive edge through the utilization of digital communication technologies and tools. These guidelines encompass comprehensive knowledge about consumer and buyer behavior, analytical processing of sales data, rigorous assessment of key performance indicators against financial expenditures, optimization of return on invested capital and intellectual resources, and the development of a crisis model that encompasses challenges related to the synergy between financial operations, resource allocation, and marketing activities. Methodologically, this study employs a range of research methodologies including historiographic description, comparative analysis, synthesis of information and opinions, forecasting, tabular and graphical data representation, as well as modeling to elucidate strategic objectives and development trajectories.