DIGITALIZATION OF THE MARKETING COMMUNICATIVE STRATEGY OF THE ENTERPRISE

Abstract

The article considers the development of digitalization of marketing communication strategy of the enterprise. The essence of the concepts "Internet marketing", "digital marketing", "digital marketing" is clarified. It is concluded that these concepts are not identical, they differ in marketing tools that can be used and the breadth of audience coverage. The aim of the article is to identify current trends in the process of digitalization in marketing communication strategies of enterprises. It is determined that digital marketing has the most complete coverage by target audience, communication channels and marketing tools. It was found that not every industrial enterprise has a separate marketing department (especially small enterprises) or even a marketing specialist. The most popular and effective marketing tools that can be used by industrial enterprises in the formation of their marketing communication strategy are proposed. It is determined that the site of the enterprise is an integral part of the formation of its marketing communication strategy. It is proved that for communication companies marketing communication strategies using the tools of Internet marketing, digital marketing or digital marketing are not common and widely used, so they need theoretical and methodological justification and development of practical marketing tools. The "focus points" of the marketing communication strategy for different communication channels are substantiated. An analysis of the dynamics of production indices and sales of light industry enterprises in Kyiv for the period 2016-2020. Based on the analysis of the sites of five garment enterprises in Kyiv identified the most significant advantages and disadvantages of these sites. It is proposed to improve the sites of garment companies selected for the study, to introduce targeted advertising on the social network Facebook, to introduce SMS-mailing for consumers who have purchased clothing models through the company's website.