Анотація

The content of an enterprise’s digital marketing communications as a management object has been clarified. The study aims to systematize their defining characteristics, structural components, and functional interrelations within enterprise management. The methodological basis combines analysis and synthesis of scholarly findings, systematization, comparison, and structural-logical analysis. Digital marketing communications are argued to be better understood not as a collection of channels or tools but as a manageable system of interactions between an enterprise and its target audiences. Its actor-related, goal-oriented, content, channel-and-tool, technology-and-data, process, and performance-analytics components are systematized. The interdependence of personalization, interactivity, measurability, omnichannel integration, and adaptability is identified as a set of management-relevant characteristics of this system.