MARKETING COMMUNICATION IN THE DIGITAL AGE IMPACT OF 'FAST MOVABLE CONSUMER GOODS'

This article discusses the impact and challenges of marketing communication in dynamically changing market
conditions. Special attention has been drawn to the advancement of the Fast Movable Goods sector. For the increase
in the number of available means of communication. The growing demands of recipients, their evolving
communication habits and preferences, and initiatives launched by market competitors compel enterprises to
gravitate toward "digital age" solutions. It includes tools that enable an effective exchange of information with the
market, which is a prerequisite for creating the strategic position of each company and brand in the market.
Considering the high outlay for employee skill advancement, the use of external marketing communications
professional services is suggested. A compilation of the advantages and disadvantages of marketing communications
shows that it is both an opportunity and a challenge for modern industries. Working 'outsourced' with carefully
selected service providers can yield excellent results. Technological advances in the scope of information sharing
are making it easier to access external experts and their capabilities. Adopting new information technologies and
taking advantage of new possibilities of working with experienced external professionals provide great opportunities
to increase the effectiveness of marketing communications.