Development of marketing communications in the context of process algorithmization

Subject. Algorithmization of processes has an impact on consumer patterns and requires rethinking current approaches to marketing communications. The article discloses the specifics of the evolution of the marketing communications process. Objectives. The aim is to develop and describe communication marketing models relevant to the modern marketing environment. Methods. The study draws on methods of information analysis and synthesis, graphical and tabular methods. Results. We analyzed marketing communication models and trends in the marketing environment development. The paper describes the evolution of current marketing communication models, offers and reveals the essence of the predictive model of marketing communications. The findings can be used by market participants to improve the effectiveness of marketing communications. Conclusions. Marketing communication methodologies and models need to be reviewed. It is increasingly important to inform, intrigue, stimulate, and motivate potential consumers using algorithms and artificial intelligence infrastructure that are currently being built in the digital environment. In marketing communications, there is a transition from classical to target and predictive models.