Abstract
In the context of intensifying competition, the digitalisation of business and the oversaturation of the information environment, which reduces the effectiveness of traditional promotional approaches, integrated marketing communications are becoming particularly relevant. The growing number of channels for interacting with consumers therefore necessitates harmonising marketing messages and formulating a unified communication strategy.
This study aims to demonstrate the role of integrated marketing communications in enhancing corporate competitiveness. The focus is on corporate marketing communications and the integration of communication tools, and their impact on enterprises' market positions.
The research employs a systematic approach and the methods of analysis and synthesis, as well as generalising theoretical principles. This has enabled the comprehensive definition of the essence of integrated communications and an assessment of their functional significance.
The findings show that integrating advertising, public relations, digital tools and direct marketing creates a synergistic effect, boosting the effectiveness of marketing activities by an average of 20–25% whilst increasing brand awareness and consumer loyalty. Coordinated communication strategies, for example, enable an increase in audience engagement and optimisation of promotional expenditure.
It has consequently been demonstrated that integrated marketing communications serve as a strategic resource for corporations by facilitating the creation of competitive advantages, improving resource efficiency, and strengthening market positions.
The study's practical value lies in its potential to inform the development of corporate marketing strategies in a dynamic market environment.
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References
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