Optimization of marketing communications of trade enterprises in modern conditions

Abstract

The main directions of development of marketing communications of commercial enterprises in modern conditions are analyzed in the article. The purpose of the article is to reveal and substantiate the prospects of development of marketing communications of commercial enterprises and offer the directions of their optimization taking into account the tendencies of digitalization of economic processes. The methodological basis of the research represents the complex approach, which allows studying the components of marketing communications as a part of the marketing system which can give the economic and communicative results more than separate components of this system and also justify the recurrent interconnection of functional dependence of marketing communications. It was proved that marketing communications should be considered not only in terms of the use of appropriate tools, but also taking into account the information component of sales channels. Recommendations on the application of omni-channel strategy for the development of marketing communications of commercial enterprises have been proposed and justified. It was found that for the effective functioning of commercial enterprises the application of a combined approach, which includes both omni-channel and traditional sales channels is required.