Digital Communications in Marketing Strategies of Advertisers: Global and Russian Approach

The article is devoted to changes in the advertising market, which are dictated both by the state of the world economy and the economy of individual countries and by intra-industry factors. The author systematizes the problems that have been exacerbated in connection with the global crisis caused by the spasmodic course of the COVID-19 pandemic. The dynamics of the advertising market as a whole is a derivative of the dynamics of the consumer market, however, during the crisis, it might not completely coincide with it. Particular attention is paid to the most dynamic segment of the advertising market: digital advertising. The pace of the transition to digital communications, on the one hand, is determined by the development of the digital economy as a whole; while on the other hand, the technological features and characteristics of communications set it. The authors carried out the analysis of the logic of these processes based on the activities of the main participant and initiator of marketing communications: the advertiser. To remove the attitude of customers to the installation of various digital tools in communication strategies, the authors studied the features of various channels and the historical stages in the development of digital communications in the field of marketing. The authors concluded that in the modern world the digital channels would effectively work on the image and brand building of the advertiser only in combination with classical communication tools, actively influenced by digitalization. The dynamics of advertisers’ attitude to digital communications is associated both with the technological aspects of the development of this area, which open up new opportunities, and also with the economic conditions that set the basis for marketing transformations in the modern world, in particular, in the difficult situation of the COVID-19 pandemic. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.