Роль цифрових каналів у системі маркетингових комунікацій телекомунікаційної компанії

Abstract

The article examines the role of digital channels in the system of marketing communications of telecommunications companies. The main digital marketing tools used by mobile operators are analyzed, including social networks, online advertising, mobile applications and personalized communications. Their impact on the effectiveness of interaction with consumers and the formation of competitive advantages of the company is determined. It is proved that the use of digital channels allows telecommunications companies to increase customer engagement, optimize marketing campaign costs and improve communication with target audiences.