Modern Communicative Marketing Strategy Tools Enhancing Business Competitive Advantage

The economy’s business environment today is characterized by high level of competition between companies aimed at achieving best financial results and, consequently, increasing the number of consumers, particularly in current challenging COVID-19 pandemic era. The paper emphasizes that in order for an enterprise to gain competitive advantages at present, intense actions are required. Business competition becomes fiercer, as one has to fight for orders from a shrinking group of customers. One of the most reliable ways of research is to use and analyze available statistical data obtained by Russian associations and agencies working in the field of communication and commerce. The empirical base of the study of modern communicative strategy tools enhancing business competitive advantage in Russia was data from E-Commerce Russia, Russian Association of Communication Agencies, the Data Insight research agency and recommendations from the Electric Brand Consultants agency. Analysis of the information made it possible to identify motives, i.e. driving force for organizations to choose the most effective marketing communications tools. According to the results of the study, shifts in customers’ needs and insights, and specific features of competitive practices were revealed. The innovative tools applied by entrepreneurs include a variety of remodeled marketing communication tools such as video advertising and mobile advertising, targeted advertising on the Internet, virtual voice assistants, Black Friday online sales, etc. During the lockdown introduced in Russia, many businesses increased their customer base and refined their CRM systems. The study suggests stages and tools of enhancing business competitive advantages, describes the process of increasing the competitiveness of a commercial organization in a formalized form, and characterizes the relationship of causes and effects. The authors substantiate the choice of modern communicative strategy tools and the need to implement a flexible marketing strategy that can become a source of business competitive.