Development and efficient use of a marketing communications mix

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Aim. Based on an analysis of current trends in the development of the marketing communications mix, the presented study aims to determine the prerequisites for its efficient use by organizations for maximum impact on the consumer.Tasks. The authors identify trends in the development of the marketing communications mix; consider an algorithm for the formation of the marketing communications mix in an organization; substantiate the prerequisites for its efficient implementation in an organization.Methods. This study uses general scientific methods of cognition to investigate trends in the development of the marketing communications mix at the present stage, as well as the algorithm and prerequisites for the formation and implementation of the marketing communications mix.Results. According to the results of the study, the following trends in the development of the marketing communications mix can be identified: promotion of Internet communications following the growth of online commerce and mobile commerce, strengthening of customer centricity and development of interactive communication tools, expansion of direct producer consumer communications due to some manufacturers departing from resellers when selling goods, development of omnichannel sales, synchronization of different marketing promotion channels, etc.Conclusion. The study reveals that the prerequisites for an efficient marketing communications mix include a systemic communicative impact on the consumer, formation of a marketing communications mix based on consumer knowledge and continuous testing of the communication campaign, further development and application of modern tools for interaction with the consumer, creation of personalized, relevant, and interactive content based on a marketing strategy and a competent content plan.