BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS

The article examines the theoretical, methodological, and practical aspects of building a company’s marketing communications in the digital environment. The relevance of the study is determined by the growing role of digital channels in promoting goods, works, and services, as well as by the need to move from the fragmented use of individual digital marketing tools to the formation of an integrated and customer-centric communication system. The purpose of the article is to develop a scientifically grounded approach to building a company’s marketing communications in the digital environment. The methodological basis of the study includes systemic, process-based, and comparative approaches, as well as methods of analysis, synthesis, consumer segmentation, customer journey mapping, and evaluation of marketing communication performance. The article clarifies the concept of digital marketing communications and systematizes their key components, including objectives, target audience, value proposition, content, digital channels, customer data, and the analytical framework. An algorithm for developing integrated marketing communications is proposed, comprising a digital presence audit, audience segmentation, customer journey modeling, development of a communication platform, channel selection, implementation of personalization and CRM communications, and KPI evaluation. The study substantiates that the effectiveness of communication policy depends on the consistency of channels, personalization of interactions, use of customer data, and application of end-to-end analytics. The practical significance of the study lies in the possibility of applying the proposed algorithm to improve marketing communication efficiency, optimize advertising budgets, increase conversion rates, strengthen customer retention, and enhance the return on marketing investment.