The article explores and defines the concepts of digital communications, their classification, modern trends, functions, and roles in the structure of an integrated marketing communications strategy. Attention is focused on the growing need for businesses to form coordinated and mutually reinforcing communication activities in the digital economy. The main tools of digital communications are analyzed: websites, social media, and electronic newsletters. Examples of their use are given, their advantages are identified, and the need for integration with other elements of communication activities is demonstrated. It is demonstrated that digital communication channels are effective tools for building long-term relationships with consumers, increasing loyalty, and ensuring the effectiveness of marketing strategies. In addition, the article emphasizes that, in the context of modern consumer behavior, digital communications are becoming the primary interface through which users interact with brands. The study highlights the importance of consistency and synergy between different communication tools, which contribute to the formation of a clear and trusted brand image in the minds of consumers. Special attention is given to the analytical capabilities of digital platforms, which provide real-time insights into audience preferences and campaign performance. This allows businesses to continuously adjust their communication strategies, increase message relevance, and improve overall efficiency. The research concludes that the integration of digital tools within an Integrated Marketing Communications (IMC) strategy not only supports sales growth but also enhances customer experience and fosters long-term brand equity.
Гуменна et al. (Thu,) studied this question.