Digital transformation of integrated marketing communications of enterprises in the building materials market

Abstract

The specific features of the transformation of the marketing communication policy of enterprises operating in the building materials market under wartime conditions are generalized, which are characterized by increased uncertainty, intensified competition, and higher consumer requirements for product quality. The influence of digitalization, changes in consumer behavior, and the development of information technologies on the evolution of marketing communications in the construction industry is characterized, which leads to a gradual transition from traditional communication forms to digital and interactive formats of interaction with the audience. The specific characteristics of the building materials market are identified, including its B2B orientation, product complexity, and long decision-making cycle, which necessitate the use of a systematic, analytically grounded, and integrated approach to the communication policy of enterprises. Modern scientific approaches to the study of integrated marketing communications are analyzed, and a tendency toward their development based on digital technologies, channel integration, and the use of data to enhance the effectiveness of interaction with target audiences is identified. Key trends in the communication policy of enterprises in the building materials market are determined, including audience personalization and segmentation, content marketing, an omnichannel approach, and the use of data analytics. The conceptual distinction between the notions of digital channels, digital tools, digital means, and digital platforms within the system of modern marketing communications is substantiated, which contributes to improving the methodological clarity of research in the field of digital marketing. The role of digital tools in shaping an effective communication policy of enterprises in the construction industry and their importance for ensuring the systematic, scalable, and analytical support of marketing decisions are characterized. The structure of integrated marketing communications of an enterprise producing dry construction mixtures is analyzed, which made it possible to determine the priority areas of using traditional, digital, and direct promotional channels. It is established that the effective combination of various communication instruments contributes to increasing brand awareness, strengthening customer loyalty, and enhancing the competitiveness of enterprises in the building materials market.