MARKETING COMMUNICATIONS IN THE CONDITIONS OF DIGITALIZATION: CURRENT TRENDS IN THE USE OF SOCIAL NETWORKS

Modern business conditions encourage market participants to expand the practice of conducting business in the digital space, which requires the search for effective digital tools of marketing communications. Under the influence of global digital development, the foundations of communication policy implementation are undergoing significant transformations. The authors found that the importance of social networks as a platform for maintaining continuous communication of market participants in conditions of digitalization, as well as tools for ensuring marketing communication, continues to grow steadily. Already today, every subject of commercial relations receives unlimited opportunities to search, sell, buy goods or implement other operations using social networks. That is why social networks should be considered part of the marketing communication policy of a business entity that seeks not only to maintain its own level of profitability, but also to compete successfully in the conditions of digital transformations. The purpose of the scientific article is to study the basics of marketing communications in the conditions of global digital transformations, in particular, the features and practice of using social networks within the marketing communication strategy. The research was carried out using the methods of comparison, abstraction, analysis and generalization. The essence of marketing communications in the conditions of digitization, development of digital tools and technologies is clarified, features of modern marketing policy of enterprises, trends in the use of social networks by business entities as a platform for interaction with the consumer or to influence his choice are considered. The main trends of the penetration of social networks into public life are outlined, the prospects of digitization of marketing communications of business entities are determined in the conditions of maintaining the dynamics of the development of the social networks market.