Choice of marketing communications of enterprises in the field of communication and information in the process of increasing their competitiveness

Abstract

The purpose of the study is to find new channels of marketing communications to increase the competitiveness of enterprises in the field of communications and information. the interrelation of marketing communications channels and a set of measures to promote products / services and ideas has been determined. The article identifies the advantages and disadvantages of advertising as one of the common elements of marketing communications. An analysis of the volume of the advertising and communication market made it possible to determine the share of trust and commitment of consumer attention to advertising. It was proposed to introduce an omnichannel model at communication enterprises, which will allow operators to gain competitive advantages, namely: lower price of devices under their own brands; possible favorable price proposals for communication tariffs when purchasing a device; identify their own smartphones for specific services, such as certain content services based on the use of third-generation networks; carry out the appropriate customization of the interface.