DIGITAL COMMUNICATIONS AS A CORE ELEMENT OF THE CONTEMPORARY MARKETING MIX

Abstract

Digital communications have evolved into a central structural element of the modern marketing mix, reshaping how firms design, implement, and evaluate marketing strategies. This article investigates the strategic role of digital communication tools in marketing mix optimization, with particular emphasis on engagement dynamics, performance measurability, and integration with traditional channels. Using recent empirical evidence and regional market data, the study demonstrates that digital communications enhance customer reach, improve personalization, and increase return on marketing investment. The article also explores how data analytics, artificial intelligence, and omnichannel coordination redefine marketing effectiveness. Special attention is given to emerging market contexts, where digital adoption is accelerating but institutional constraints remain. The findings contribute to the theoretical understanding of digital communications as a value-generating mechanism rather than a supplementary promotional instrument.