BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS

Aleksandr E. Suglobov; Bulat Karimov

doi:10.29039/2409-6024-2026-231-246

VAK Russia 5.2.1 UDC 339.138 VAK Russia 5.2.3 VAK Russia 5.2.4 VAK Russia 5.2.5 VAK Russia 5.2.6 VAK Russia 5.2.7

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BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS

Published in Russian Journal of Management · Volume 14, Issue 8 · Pages 231–246 · Rubric: Management decisions

DOI: https://doi.org/10.29039/2409-6024-2026-231-246

Received: 26.08.2026 Accepted: 26.08.2026 Published: 20.09.2026

Authors

Aleksandr E. Suglobov

Bulat Karimov

Aleksandr E. Suglobov

Academic degree: doctor of economic sciences

Science rang: professor

Rossiyskogo universiteta kooperacii Russian Federation

Bulat Karimov

Academic degree: doctor of economic sciences

Science rang: docent

Russian University of Cooperation professor · Russian Federation

ABSTRACT

The article examines the theoretical, methodological, and practical aspects of building a company’s marketing communications in the digital environment. The relevance of the study is determined by the growing role of digital channels in promoting goods, works, and services, as well as by the need to move from the fragmented use of individual digital marketing tools to the formation of an integrated and customer-centric communication system. The purpose of the article is to develop a scientifically grounded approach to building a company’s marketing communications in the digital environment. The methodological basis of the study includes systemic, process-based, and comparative approaches, as well as methods of analysis, synthesis, consumer segmentation, customer journey mapping, and evaluation of marketing communication performance. The article clarifies the concept of digital marketing communications and systematizes their key components, including objectives, target audience, value proposition, content, digital channels, customer data, and the analytical framework. An algorithm for developing integrated marketing communications is proposed, comprising a digital presence audit, audience segmentation, customer journey modeling, development of a communication platform, channel selection, implementation of personalization and CRM communications, and KPI evaluation. The study substantiates that the effectiveness of communication policy depends on the consistency of channels, personalization of interactions, use of customer data, and application of end-to-end analytics. The practical significance of the study lies in the possibility of applying the proposed algorithm to improve marketing communication efficiency, optimize advertising budgets, increase conversion rates, strengthen customer retention, and enhance the return on marketing investment.

KEYWORDS

marketing communications, digital marketing, integrated marketing communications, customer journey, CRM system, personalization, content strategy, end-to-end analytics, KPI

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This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International

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Chief editor

Aleksandr Suglobov

a_suglobov@mail.ru

Deputy Editor-in-chief

Aleksey S. Mindrin

Publishing editor

Nadezhda Troitskaya

nn2209@mail.ru +7(915)259-03-86

This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International Creative Commons

GOST

Suglobov A. E., Karimov B. N. BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS // Russian Journal of Management. 2026. no. 8. pp. 231-246. DOI: https://doi.org/10.29039/2409-6024-2026-231-246. (Date of access 13.10.2026).

MLA

Aleksandr E. Suglobov, Karimov B. N.. "BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS." Russian Journal of Management 14.8 (2026): 231-246. DOI: https://doi.org/10.29039/2409-6024-2026-231-246.

APA

Suglobov A. E., Karimov B. N. (2026). BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS. Russian Journal of Management, 14(8), 231-246. https://doi.org/10.29039/2409-6024-2026-231-246

Chicago

Aleksandr E. Suglobov, Karimov B. N.. "BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS." Russian Journal of Management 14, no. 8 (2026): 231-246. https://doi.org/10.29039/2409-6024-2026-231-246.

WIKI

{{cite journal | author = Suglobov A. E., Karimov B. N. | title = BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS | journal = Russian Journal of Management | year = 2026 | volume = 14 | issue = 8 | pages = 231-246 | doi = 10.29039/2409-6024-2026-231-246 }}

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BUILDING COMPANY'S MARKETING COMMUNICATIONS IN A DIGITAL ENVIRONMENT: THEORETICAL, METHODOLOGICAL AND APPLIED ASPECTS

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