Two–way process of the enterprises marketing communications

The subject of research is a set of theoretical, methodical and practical foundations for the use of
marketing 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 the
enterprises marketing communications.
Research methods: general scientific and special methods were used in the course of writing the
article to research ways to optimize and consider the main trends in the development of marketing
communications.

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 marketing
communications an important means of influencing consumers, but consider them mostly as a
component of marketing for the implementation of a product (service) promotion policy. Paying
respect to this approach, understanding the importance of marketing for the promotion of already
released products (the formed package of services), we consider it necessary to plan the renewal
of the nomenclature and assortment, taking into account what is of interest to buyers. Marketing
communications should not be only a one–way influence of the enterprise on consumers, but also
an 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 and
ensure long–term cooperation. Through the proposed approach, marketing communications will
have a positive impact on all elements of marketing, not just on promotion policy. The main toolkit of
marketing communications was studied and its classification into traditional and innovative ones was
made. The impact of marketing communications as a two–way process on improving the competitive
positions of goods (services) is visualized.
Area of application of the results: subjects of market relations who manufacture products, sell
goods or provide services to ensure the competitiveness of enterprise products.
Conclusions. To make marketing communications effective, it is necessary to take into account
and use their capabilities in all aspects, taking into account modern digital technologies and digital
channels of information transmission; focus on consumer preferences; creativity of approaches to the
client; endowment of goods with additional value; apply innovation opportunities; use an approach to
building a marketing communications system as a two–way process. The effectiveness of marketing
communications largely depends on the use of appropriate tools, a large part of which allows two–way
communication with customers.