DIGITAL COMMUNICATION CHANNELS: TRANSFORMING MARKETING STRATEGIES

Malaya Olga Gennadievna

The article examines the transformation of marketing strategies in the context of digitalization of communications. The author analyzes modern digital channels of interaction with the target audience, including social networks, mobile applications, instant messengers and chat bots. Particular attention is paid to studying the effectiveness of various digital marketing tools: SEO optimization, contextual advertising, influencer marketing and omnichannel approach. Key advantages and disadvantages of digital channels are revealed in the context of their application to increase the effectiveness of marketing strategies. In conclusion, conclusions are formulated that digital communication channels have transformed the paradigm of marketing communications, creating new opportunities for interaction with the audience. Promising directions for the development of digital communications have been identified.

Keywords:digital communications, marketing strategies, social networks, mobile applications, SEO optimization, influence marketing, contextual advertising, artificial intelligence, omnichannel