MARKETING COMMUNICATIONS IN THE DIGITAL ENVIRONMENT AS A TOOL FOR MANAGING PRODUCT COMPETITIVE ADVANTAGES IN THE GLOBAL MARKET

Abstract

This article analyses the role of digital marketing communications in strengthening and managing product competitiveness in the global market. It emphasises the transformation of the nature of communication between businesses and consumers due to the rapid digitalisation of the economy and globalization of market, creating both new opportunities and challenges for sustainable growth. The study explores current digital communication trends, highlighting the shift from traditional to digital formats, defining their key characteristics such as personalisation, flexibility and measurability.

Special attention is given to omnichannel strategies that provide consistency of brand communication across different digital and offline platforms. Furthermore, the paper discusses the integration of customer relationship management systems, which allow enterprises to gather and interpret consumer data, design targeted offers and enhance customer loyalty. Attention is drawn to the growing importance of personalisation and data-driven approaches in maintaining a competitive advantage and building customer trust. The article also examines practical aspects of applying digital marketing tools through the case of Nova Global, illustrating how a comprehensive communication strategy based on segmentation, storytelling and native advertising can improve brand awareness and increase conversion rates. The example proves that effective use of digital channels not only influences short-term sales performance but also contributes to the creation of long-term consumer relationships and brand equity.

The study indicates that, in the context of globalisation and technological transformation, digital marketing communications function as a strategic driver of business competitiveness.