Information trends in marketing communications digital age

Semenіuk, Svitlana
Yakymyshyn, Liliya

Ternopil Ivan Puluj National Technical University Ruska St., 56, Ternopil, 46001, Ukraine

Semenіuk, S., Yakymyshyn, L. (2025) Information trends in marketing communications digital age. Socio-Economic Problems and the State (electronic journal), Vol. 32, no. 1, pp. 157-166. URL: http://sepd.tntu.edu.ua/images/stories/pdf/2025/25ssbcda.pdf

Scientific Journal "Socio-Economic Problems and the State"

1(32)

Jun-2025

May-2025

30-Jun-2025

Ternopil Ivan Puluj National Technical University

UA

Ternopil

https://orcid.org/0000-0003-3061-4145
https://orcid.org/0000-0002-8098-8500

https://doi.org/10.33108/sepd2025.01.157

338:658.5

М13
М14
М30

communication
marketing
digital era
communication channels
digital marketing
communication technologies
digital ecosystem

10

157-166

157

166

The scope of marketing communications in the digital age is studied in the article, and new opportunities for advertising any product and brand are revealed. The goals of digital marketing communications are characterized, including: information dissemination, persuasion, and branding. It is proven that digital communications technologies have a significant impact on all of these goals. It is determined that the spread of digital media and the Internet have significantly changed the ways of distributing marketing information, because in the pre-digital era, the choice of marketing tools was determined primarily by the transmission channel and information carriers. The advantages and disadvantages of mass communication are characterized in the article, and it is investigated that the development of technologies and targeting based on consumer data has become another threat to the very concept of mass marketing, and the spread of digital media and the Internet has significantly changed the ways of distributing marketing information. It is found that the process of persuasion is influenced by three main components of communication: the characteristics of the sender of the message, such as his authority and presentability; the content of the message, in particular, its impact and appeal; the ability, motivation and disposition of the audience to perceive this message. It has been proven that digital technologies significantly expand the capabilities of media systems in transmitting vivid and interactive content, new forms of content aimed at persuasion are used, in particular, interactive games, holographic and three-dimensional images, as well as virtual and augmented reality. Thus, digital media provide marketers, brand managers, advertising specialists with a virtual environment with unlimited possibilities and space for creating convincing messages. Regarding the third goal of digital marketing communications, the brand from the position of individuality is characterized in the article. It is noted that a successful brand contributes to increasing the market value of the product. Thus, digital technologies provide many interesting opportunities for branding and at the same time deprive brand managers of the control and predictability of traditional media.

The authors received no direct funding for this research.

http://elartu.tntu.edu.ua/handle/lib/49596

2223-3822

Scientific Journal "Socio-Economic Problems and the State"

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Article

Scientific Journal "Socio-Economic Problems and the State", Vol.32, No.1