Digital Marketing Communications for Sustainable Company Development

Abstract

Companies’ sustainable development requires the use of digital marketing communications as the most effective means of interaction with the consumer. The article presents the method of selecting digital marketing communications based on the Rossiter-Percy matrix method. The study analyses the features of different approaches to the development of a communication strategy, sets out the main principles and stages of the development of the company's communication strategy. The proposed methodology allows connecting the motivation and involvement of consumers in the purchase process with the choice of a set of marketing communications. The results of the authors' study recommend the use contextual advertising, search optimization of the site, running contests on social networks, placing banners and teasers on thematic and popular portals, posting news articles, recipes, information about participation and victories in industry competitions on the company’s site and other industry media.