Analysis of the current state of communication strategies of business entities and their changes under the influence of the digitalization process

Abstract

Communication strategies are an important driver of the development of business entities. Changing business conditions, the development of technical and technological innovations in information technologies necessitate the development and implementation of new, creative and effective tools for implementing digital transformation of communication strategies of business entities. The purpose of this article is to analyze the current state of communication strategies of business entities and their changes under the influence of the digitalization process. The following methods were used in the research: monographic, analysis, synthesis, comparison, logical generalization and systematization. Results. It was established that a communication strategy is a set of measures aimed at implementing effective communications with interested target audiences while optimizing resources. Positive and negative factors that influence the development of communication strategies are identified. The essence and tools of digital transformation of business processes of business entities are determined. Based on the analysis of AI technologies used in the activities of European enterprises, it was concluded that the share of technologies that can be applied in communications between people is the smallest. Recommendations for focusing the attention of business entities when forming modern communication strategies are substantiated: on the company's website, communication via social networks, SMS mailing, targeted advertising. Conclusions. It was concluded that when forming communication strategies, people prefer communication between people even with the use of digital tools. When forming a communication strategy, it is necessary to calculate the cost-effectiveness of using a particular digital tool and choose the optimal solutions.