EFFICIENCY OF INTERACTION OF DIGITAL COMMUNICATION CHANNELS WITH CONSUMERS ON THE RUSSIAN MARKET

The article is devoted to the issue of the effectiveness of interaction of digital channels of communication with consumers in the Russian market. In the conditions of permanent digital transformation of business processes of organizations, brands seek to optimize their marketing efforts to increase audience engagement, improve customer experience and implement personalized interaction strategies. The article substantiates the increasing role of digital technologies in the process of interaction with consumers, and considers the main factors that contribute to the effectiveness of digital communications. It is emphasized that the introduction of innovative technologies, such as “big data” analytics and artificial intelligence, has an impact on increasing return on investment (ROI) and the formation of successful marketing campaigns, the importance of personalization and omnichannel to create a positive customer experience is considered.