STRATEGIC MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS OF IT SERVICE COMPANIES

Abstract

The purpose of the article is to substantiate an approach to the strategic management of integrated marketing communications of service IT companies in the digital environment. The study focuses on communication activities in the business-to-business segment, where the intangible nature of services, the complexity and duration of purchasing decisions, and the importance of trust and professional expertise require consistent interaction with clients through multiple digital touchpoints. The main digital communication channels are analysed, including search engine optimisation, content marketing, professional social networks, email, paid digital advertising, customer relationship management and analytical tools. The authors’ contribution consists in systematising the functions of digital communication channels and substantiating their interconnection according to the stage of client interaction, communication purpose and content. The scientific novelty lies in developing a model for synchronising digital channels within the structure of integrated marketing communications of a service IT company. The model combines a unified communication strategy, three main stages of interaction with a business-to-business client, relevant digital channels and communication content, as well as customer relationship management and analytical tools. It provides for the analysis of client interactions and adjustment of communication activities according to client behaviour and market changes. The study establishes that communication effectiveness depends not only on individual digital channels but also on their coordination within a unified system. The proposed model can be applied to develop and adjust communication strategies, coordinate content at different stages of client interaction, ensure consistency of communication activities and use audience behaviour data for management decisions. The findings substantiate the need for continuous coordination of digital channels and adaptation of integrated marketing communications to changes in client behaviour and market conditions. Further research should focus on empirical testing of the model and the use of artificial intelligence for personalisation and adaptation of integrated marketing communications.