DIGITIZATION OF MARKETING COMMUNICATIONS IN CREATIVE BUSINESS AS A KEY FACTOR IN INCREASING THE COMPETITIVENESS OF ENTERPRISES

Abstract

The article examines the importance of digital marketing communications in creative business as a key factor in increasing the competitiveness of enterprises. The essence, challenges and prospects of the development of digitalization in the conditions of globalization are considered. Key aspects of Internet marketing are analyzed, such as globality, targeting, engagement, metrics and analytics, channel diversity, content creation, and mobility. It was determined that digital marketing communications allow businesses to create unique offers and form competitive advantages in the market, ensuring effective interaction with the target audience. The article also examines the challenges associated with digitization, such as consumer data protection, financial and technical constraints, and information overload. Prospective directions for the development of digital marketing communications are identified, including the use of artificial intelligence, interactive content, automation of marketing processes and mobile marketing. Special attention is paid to the analysis of the use of artificial intelligence for the analysis of large volumes of data and the development of personalized strategies for attracting consumers. The implementation of virtual and augmented reality technologies is considered as a means of creating interactive content that increases audience engagement. Automation of marketing processes helps to optimize costs and increase the effectiveness of campaigns, while the growth of mobile marketing is in line with the trends of mobile usage, which provides new opportunities to reach consumers. The article also examines the role of innovation and uniqueness as the main drivers of success in creative business, where digital marketing communications enable the creation of value for customers and the formation of sustainable competitive advantages. It was concluded that the digitalization of marketing communications is not only a necessary condition for maintaining competitiveness in the modern business environment, but also an important factor in the sustainable development of enterprises in the long term.