ЗМІНИ СПОЖИВЧОЇ ПОВЕДІНКИ В УМОВАХ ТРАНСФОРМАЦІЇ ЦИФРОВИХ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ

Abstract

The article examines the theoretical aspects of the concept of digital marketing and digital communications. The advantages of digital marketing communications over traditional ones have been determined, the number of advantages of digital marketing outweighs the number of advantages of traditional ones. The differences between digital marketing communications and traditional ones are considered. The article conducted a study of digital marketing trends, during which it was determined that the main trends are: metauniverse, artificial intelligence, customer experience management, short videos, simple, clear messages, influencers, employee involvement in communication, LinkedIn as a powerful tool of B2B digital marketing spheres, emphasis on the basics. It was determined that the fullscale invasion of the Russian aggressor on part of the territory of Ukraine had a significant impact on the development and change of trends in digital marketing communications in Ukraine. Changes that occurred in the behavior of the Ukrainian consumer under the influence of political events are considered. New well-known military images have appeared, the factors affecting the choice of a brand have changed, the attitude towards the practical actions of brands and the use of humor in advertising has changed, most Ukrainians consider it appropriate to use military themes in advertising. The main marketing components of marketing communications, which are relevant today, are highlighted, among them technical and meaningful. It has been established that the main steps that will allow supporting digital marketing communications at the technical and meaningful levels are the following: work with free channels, leave only the necessary communication channels to reduce costs, test and sacrifice quality, and you need to read well before posting something news and weed out fakes, delete what turned out to be inappropriate, do not speculate on values, sincerely talk about your real help.