Within the article, the main directions of the marketing communication development of trade enterprises are analyzed. The purpose of the article is to substantiate the prospects for the development of marketing communications of commercial enterprises in modern conditions of development, taking into account trends in the digitalization of economic processes. The methodological basis for the study of prospects for the development of marketing communications of commercial enterprises is a comprehensive approach that includes systems and processes. The use of a systems approach makes it possible to explore the components of marketing communications as part of a general system that can give a result greater than the individual components of this system, as well as to justify the recurrent relationship of functional dependence of marketing communications. The main components of marketing communications are identified. It is substantiated that marketing communications should be considered not only in terms of the use of appropriate tools, but also take into account the information component of sales channels. The subsystems of the marketing communication environment that promote information exchange between consumers and enterprises in the formation of effective interaction are studied. Recommendations for the application of omnichannel strategy of the marketing communication development of commercial enterprises have been proposed. The expediency of introduction of the client-oriented approach taking into account current conditions of functioning of trade enterprises is substantiated. It was found that for the effective functioning of commercial enterprises it is necessary to apply a combined approach, which includes both omnichannel and traditional sales channels. To assess the effectiveness of the system of omnichannel marketing communications of a commercial enterprise, it is proposed to use a recurrent ratio.

The world is experiencing an unprecedented crisis. As the situation with COVID-19 continues to unfold, and governments are taking swift action and decisive action to combat this global pandemic, businesses need to constantly rethink their choices and priorities. It is rare to see the whole world come together to overcome a common problem. It’s global, it’s open, and it can affect every business and every person. During the crisis, people turn to institutions for advice, reassurance and information. Increasingly, they are also looking at trading companies. In today’s environment of high uncertainty, rapid environmental variability and tight budget constraints, all market participants are forced to look for non-standard solutions for effective promotion strategies. The priority measures of anti-crisis marketing activities are marketing communications. They play an important role in shaping consumer choices. This choice applies not only to the product or service, but also to the management of messages and goals. Given the role of information in modern retail, it is advisable to analyze the features and essence of modern tools of marketing communications, the impact of the global crisis on the field of marketing communications. The urgency of the study is caused by the high degree of uncertainty in the market situation due to the global pandemic around the world. The Ukrainian market, contrary to foreign countries, is not adapted to such conditions. The article identifies the feasibility of using marketing communication tools to ensure consumer awareness of retail businesses. The regional structure of retail trade turnover, the change of real income volume of the population, as well as the change in consumer prices in Ukraine are analyzed. The expediency of maximizing attention to the choice of tools for marketing communications policy is explained. The difficulties of traditional tools implementation in marketing communications during crisis are investigated. The necessity of redistribution of the marketing budget with receiving the maximum result is defined. In the future, the results of this study can be used in the theory of marketing communication policy of enterprises in order to develop measures to improve its effectiveness in times of crisis.

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The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.