Modern Trends in Strategic Management of Marketing and Advertising Communications in the Enterprise Management System

The article is dedicated to developing recommendations for improving the efficiency of managerial decisions in the field of marketing and advertising communications in the context of digital transformation and increasing competition. The essence of the concept of «marketing communications» and the substantive content of the process of strategic management of external and internal communications within the enterprise management system are defined. The importance of strategic management of marketing communications as a tool for the long-term development of enterprises is substantiated, allowing them to adapt to changes in the market environment, efficiently influence consumer behavior, and successfully select personnel who will implement these strategies. Strategic management of marketing communications is an important tool for ensuring the long-term success of an enterprise, as it allows for efficient interaction with the target audience and adaptation of communication approaches to changes in the business environment. It is proved that digital technologies play a key role in the formation of efficient communication strategies. The integration of digital tools allows enterprises to increase the responsiveness of communications and adapt marketing strategies to the needs of the contemporary audience. The modern trends in managing marketing communications of enterprises have been researched and summarized, with an emphasis on digitalization, the integration of multichannel communications, and adaptation to the changing market environment, especially in wartime conditions. Key aspects of efficient communication management have been identified in the context of the growing role of social networks, content personalization, the development of omnichannel strategies, and corporate social responsibility. The integration of social responsibility into the communication strategy not only improves the brand image but also creates value for the community in which the companies operate. Ensuring efficient marketing communications strengthens the role of PR tools and the emotional component in brand promotion, which contributes to the strengthening of enterprises’ image in conditions of increased competition and changing social demands.