THE ESSENCE AND MODERN DEVELOPMENT TRENDS OF THE SYSTEM FOR PROMOTING MARKETING AGENCY SERVICES AND THE FUNCTIONAL ROLE OF MARKETING COMMUNICATIONS
Abstract
The article defines the essence and current trends in the development of the marketing agency service promotion system and the functional role of marketing communications. It is established that digital transformation is radically changing the ways in which companies interact with clients in modern markets. Specific characteristics of services, such as intangibility, impossibility of storage and variability of quality, necessitate the use of special approaches to building communication systems. Intensification of competition in the marketing services market encourages agencies to transform their communication strategies from fragmented multi-channel models to integrated omni-channel approaches. The theoretical and methodological aspects of managing service promotion in the context of digitalization are considered, the essence and specifics of marketing agency service promotion are revealed, marketing communications tools are systematized, and the evolution from traditional to omni-channel approaches is substantiated. The theoretical part of the study showed that service promotion has fundamental specifics due to intangibility, simultaneity of production and consumption, and variability of service quality. The promotion system functions as a multi-level structure with strategic, tactical and operational levels. The functions of marketing communications have been formed, it has been established that they perform informative, persuasive and reminder functions depending on the stage of the service life cycle. The evolution of the organization of marketing communications in marketing agencies from single-channel to omnichannel approaches has been substantiated. Five key trends have been identified that determine the vector of development of marketing agencies. The practical significance of the study lies in the possibility of using the obtained results to form effective communication strategies of marketing agencies and adapt promotion tools to the conditions of the digital environment. Further research should be directed at assessing the effectiveness of omnichannel models. Implementation increases the competitiveness of agencies.
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