Management of Marketing Activities in the Context of Internet Communication Development

Abstract

Modern market challenges require companies to employ effective marketing communications to achieve strategic goals. The aim of this study is to develop recommendations for managing marketing activities in the context of developing efficient communications and optimizing multichannel campaigns. The research methods employed include an analysis of scientific literature, the monographic method, expert evaluations, methods of synthesis and generalization, as well as graphical methods. This article is devoted to analyzing the process of managing marketing activities in the context of the development of digital and traditional communication channels and their impact on companies' performance. Recent trends in the field of marketing communications are reviewed, and key challenges and prospects for the development of this sector are identified.

Internet communications play a key role in the modern marketing environment, encompassing a wide range of digital platforms and technologies, such as social media, SEO, contextual advertising, email marketing, and others. This article examines the fundamental principles of internet communications, including interactivity, accessibility, data analysis, and personalization, which form the basis for creating effective marketing strategies. Based on a survey of 200 companies, it was found that proactive market orientation and initial market penetration positively affect key performance indicators, particularly sales per employee and company growth rates. The importance of marketing process automation, the use of CRM systems, chatbots, and artificial intelligence technologies is emphasized. The growing popularity of social media, video content, and mobile marketing highlights the importance of a multichannel approach. A model for managing multichannel communications is proposed, which includes audience analysis, strategy development, channel integration, monitoring, and performance evaluation using KPIs.