CONCEPTUAL PROVISIONS FOR SHAPING ENTERPRISE COMMUNICATION POLICY BASED ON DIGITAL MARKETING

Abstract

The article substantiates the conceptual provisions for shaping enterprise communication policy based on digital marketing. Communication policy is specified as an integral component of enterprise marketing management that determines communication objectives, principles, priorities, content, channels and formats of interaction with target audiences, as well as procedures for coordinating actions and evaluating communication outcomes. The main approaches to shaping communication policy are systematized, including instrumental, strategic, integrative, customer-oriented, digital, and adaptive-analytical approaches. It is established that the use of digital marketing transforms the informational basis of communication decisions, approaches to audience segmentation, content personalisation, channel integration, and performance evaluation. The role of digital platforms, customer data, analytical systems, automation, and artificial intelligence in supporting enterprise interaction with target audiences is identified. A system of principles for shaping communication policy is substantiated, including strategic consistency, customer orientation, integration, personalisation, interactivity, analytical validity, adaptability, and ethical responsibility. The conceptual provisions for shaping communication policy are improved by combining these principles with strategic, information-analytical, content-related, organisational, and control-analytical components. Particular attention is paid to the cyclical nature of communication policy formation, whereby communication outcomes become an information basis for adjusting objectives, content, channels, and resource allocation. The proposed provisions are aimed at ensuring the consistency, relevance, and adaptability of enterprise communication activities under the conditions of digitalisation of marketing interactions.