Marketing communications of the digital age

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The stages of development of communication technologies in the pre-digital and digital eras are studied in the article. The “two-level communication model” is characterized, its main parameters and the possibility of use are determined. It is proven that data analytics and marketing automation open up unique opportunities for business to globally personalize marketing tactics for each client. It is determined that in the digital era, marketing has become communication, and communication should be a component of the company's marketing efforts. The article forms a comprehensive system of digital marketing, which includes the formation of the principles of digital technologies, digital assets of consumers, digital capabilities of media platforms and digital communication channels. Laswell's classical communication model is characterized in the context of digital technologies and pricing is considered as a communication and promotion strategy used by various companies. It is noted that the speed with which marketing tools and media platforms are currently changing significantly affects the formation of a strategic goal, which does not allow marketing communications to quickly lose their relevance. It has been proven that the essence of marketing is communication. To successfully attract consumers, it is necessary to: correctly define the communication goal, create a convincing message in accordance with the goal, deliver the message through the right channel at the right time. It is noted that digital marketing should be more focused on building relationships with customers, so search engines can target specific consumers, according to their activity to provide only relevant information for them in a specific market. In this way, a digital ecosystem should be created that provides companies with unlimited opportunities to search and attract consumers with the help of special adaptive messages.