Transformation of advertising in the system of marketing communications in the conditions of the digital economy

Abstract

Summary. The article examines the features of the transformation of advertising communications in the marketing system of enterprises in the context of the digital economy. The relevance of the research is determined by the rapid development of information and communication technologies, the spread of digital platforms, social media, and data analytics tools, which significantly change the mechanisms of interaction between enterprises and target audiences. The purpose of the article is to study the features of the transformation of advertising communications in the enterprise marketing system and to determine the main directions of their development and effective use in the conditions of economic digitalization. The study analyzes the theoretical foundations of the formation of advertising communications in the marketing system from the standpoint of the gnoseological approach, which allows considering advertising communications as a process of forming, transmitting, and assimilating knowledge about a product or brand in the consumer’s mind. The historical genesis of the development of advertising communications is generalized, from the earliest forms of information dissemination in ancient civilizations to modern integrated marketing communications in the digital environment. It is established that the evolution of advertising communications has occurred in parallel with the development of economic relations, information dissemination technologies, and marketing concepts. The key factors of the transformation of advertising communications under the influence of economic digitalization are identified, including the development of information and communication technologies, the spread of the Internet and mobile devices, the growing role of social media, and changes in consumer behavior. Modern tools of advertising communications in the digital marketing environment are substantiated, including targeted advertising on social networks, content marketing, influencer marketing, programmatic advertising, as well as the use of big data analytics and artificial intelligence technologies. It is proved that the use of these tools contributes to increasing the effectiveness of marketing communications, forming personalized interaction with consumers, and strengthening the competitive positions of enterprises in the digital environment.