Integrated advertising management in the system of brand-oriented marketing communications under digital environment conditions

Abstract

The study is devoted to the theoretical and methodological substantiation of integrated advertising management within the system of brand-oriented marketing communications under the conditions of the digital environment. The relevance of the research is determined by the rapid digitalization of the economy, the transformation of consumer behavior models, the intensification of competition in the digital space, and the increasing role of personalized communications in ensuring brand sustainability and enterprise competitiveness.

The purpose of the study is to substantiate the conceptual foundations of integrated advertising management in the system of brand-oriented marketing communications and to determine the strategic mechanisms for integrating digital marketing tools, advertising communications, analytical systems, and consumer interaction management in the digital environment. The subject of the research is the system of integrated advertising management and its influence on the effectiveness of brand-oriented marketing communications in the context of digital transformation.

The methodological basis of the research is formed by an interdisciplinary approach combining the concepts of integrated marketing communications, digital marketing, brand management, and strategic management. The study employs a systemic approach, structural-functional analysis, conceptual modeling, logical generalization, and comparative analysis of contemporary digital communication practices. The application of systemic analysis made it possible to identify the interrelationships between digital communication channels, advertising analytics, consumer behavioral characteristics, and the effectiveness of brand-oriented marketing strategies.

The findings of the study demonstrate that integrated advertising management in the digital environment is transforming into a multi-level system of strategic management of brand communication capital. It has been substantiated that the integration of digital communication channels, CRM systems, marketing automation technologies, digital analytics, and artificial intelligence tools ensures the personalization of advertising messages, strengthens consumer loyalty, and improves the effectiveness of marketing communications. The study also confirms that the synergy between brand-oriented communications and digital technologies contributes to enhancing the long-term competitiveness and market sustainability of enterprises. At the same time, it has been established that excessive digitalization of advertising processes is associated with informational, reputational, ethical, and algorithmic risks that require systematic managerial control.

The scientific originality of the research lies in the development of a conceptual model of integrated advertising management based on the combination of brand-oriented management, digital communication integration, behavioral analytics, and systems for evaluating the effectiveness of advertising communications. The practical significance of the study is related to the possibility of applying the proposed approaches in enterprise activities to improve the effectiveness of advertising campaigns, optimize brand strategies, develop adaptive communication systems, and enhance digital interaction with consumers. The limitations of the study are determined by its conceptual and analytical nature, which necessitates further empirical verification of the proposed approaches.

JEL Classification:  M31, M37, L81, O33.