TRANSFORMATION OF THE ROLE AND SIGNIFICANCE OF MARKETING COMMUNICATIONS IN MODERN CIRCS

The formation of marketing communications system (MCS) is one of the primary challenges in implementing the marketing concept throughout its development and practical application.The current cardinal changes in the development of productive forces (primarily, the digitalization of production processes and communications), modern trends in the transformation of consumer needs, and their integration into new media have become serious factors in the gradual transition.The purpose of this article is to research the transformation of the role and significance of the marketing communications system in the marketing complex.The results of the analysis enable us to identify modern trends in the evolution of marketing communications as a key tool for influencing the marketing entity within the target market.In particular, this article examines the transformation of the role and significance of the marketing communications system, which is caused by a change in the marketing complex models used at the present stage.These transformations radically change the nature of the relationship between the communicator and the recipients of marketing influences from vertical communications between marketing entities and consumers to the establishment of horizontal relationships.The author considers the global digitalization of communication processes as one of the most powerful factors determining radical changes in modern marketing.The usage of significant digital marketing communications tools and instruments radically changes the overall nature of relationships between communicators and recipients.For example, the target audience of promotional messages transfers from an object of marketing influence into a full-fledged participant in the dialogue between communicators and recipients in marketing communications.The determination of these trends allows them to be used in further scientific research on this issue and in practical marketing activities.