THE ROLE OF DIGITAL PLATFORMS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATIONS

Abstract

This article examines the impact and significance of digital platforms on the development of integrated marketing communications (IMC) in the business environment of an enterprise. A basic definition of integrated marketing communications has been formed. The main types of digital platforms, such as social networks, search engines, e-mail and mobile applications, and their role in the marketing strategies of modern companies for brand support and marketing campaigns are examined. The most popular digital platforms are identified. The main advantages of using social networks and messengers, in particular engagement and interaction with the audience, are analyzed. The main advantages of using blogs in marketing campaigns are considered. One of the main advantages of digital platforms is their ability to provide wide audience coverage and the possibility of precise segmentation and targeting. The use of social networks such as Facebook, Instagram, Twitter, LinkedIn and others allows companies to interact with customers in real time, receive feedback and create personalized offers. The impact of digital advertising and search engine optimization (SEO) on recognition and popularity is considered IT companies, in particular, targeting and analytics capabilities to evaluate the effectiveness of campaigns. The main advantages of digital advertising are analyzed. The main advantages of using search engine optimization (SEO) are defined. The main concept of content marketing and its main advantages are defined. The importance of content marketing for customer acquisition and retention is also explored. Examples of the use of content marketing in successful companies that actively use this approach are considered. It also considers the possibility of integrating different communication channels to create coherent and effective marketing strategies. In conclusion, the article demonstrates that digital platforms are a key element in the development of integrated marketing communications, ensuring the competitiveness and long-term success of companies in the modern business environment.