STRATEGIC MANAGEMENT OF COMMUNICATION WITH TARGET AUDIENCES: TOOLS FOR IMPROVING EFFICIENCY

The article explores modern approaches to strategic communication management with target audiences in the context of digital business transformation. A comprehensive model for evaluating the effectiveness of communication tools has been developed, taking into account both quantitative engagement metrics and qualitative indicators of impact on target group behavior. An innovative methodological approach to integrating predictive analytics and machine learning into strategic communications management processes is proposed. The results of an empirical study of the effectiveness of various communication channels and tools on a sample of 150 Russian companies are presented. Practical recommendations for optimizing communication strategies depending on the specifics of target audiences and business goals of the organization are formulated.