Two–way process of the enterprises marketing communications

The subject of research is a set of theoretical, methodical and practical foundations for the use ofmarketing communications by enterprises as a two–way process.The purpose of the study is to identify ways of optimization and trends in the development of theenterprises marketing communications.Research methods: general scientific and special methods were used in the course of writing thearticle to research ways to optimize and consider the main trends in the development of marketingcommunications. Work results. The article examines the interpretation of the concept of marketing communications,that allows to reveal their essence. It has been determined that scientists consider marketingcommunications an important means of influencing consumers, but consider them mostly as acomponent of marketing for the implementation of a product (service) promotion policy. Payingrespect to this approach, understanding the importance of marketing for the promotion of alreadyreleased products (the formed package of services), we consider it necessary to plan the renewalof the nomenclature and assortment, taking into account what is of interest to buyers. Marketingcommunications should not be only a one–way influence of the enterprise on consumers, but alsoan interactive two–way process in which both parties and businesses,and buyers actively interact.This approach allows companies to adapt their strategies to the needs of consumers, build trust andensure long–term cooperation. Through the proposed approach, marketing communications willhave a positive impact on all elements of marketing, not just on promotion policy. The main toolkit ofmarketing communications was studied and its classification into traditional and innovative ones wasmade. The impact of marketing communications as a two–way process on improving the competitivepositions of goods (services) is visualized.Area of application of the results: subjects of market relations who manufacture products, sellgoods or provide services to ensure the competitiveness of enterprise products.Conclusions. To make marketing communications effective, it is necessary to take into accountand use their capabilities in all aspects, taking into account modern digital technologies and digitalchannels of information transmission; focus on consumer preferences; creativity of approaches to theclient; endowment of goods with additional value; apply innovation opportunities; use an approach tobuilding a marketing communications system as a two–way process. The effectiveness of marketingcommunications largely depends on the use of appropriate tools, a large part of which allows two–waycommunication with customers.