Using integrated digital communications to promote a brand

this article presents a comprehensive analysis of the current state of integrated digital communications in the context of brand promotion. The study is based on an analysis of current statistics and scientific publications by Russian and foreign authors for the period 2023-2025. The paper examines the evolution of digital marketing channels, the role of artificial intelligence in shaping personalized communication strategies, as well as the impact of technological innovations on consumer behavior. Special attention is paid to analyzing the effectiveness of various digital platforms and integrated marketing communication tools. The results of the study demonstrate a significant increase in the use of social networks, search advertising and video content in the structure of digital communications. The trend towards the dominance of artificial intelligence as a key tool for optimizing marketing processes has been revealed. The data obtained can be used by marketing specialists to form effective strategies for digital brand promotion. The presented work contributes to the theory of integrated communications and offers practical recommendations on the optimal mix of digital tools.

integrated digital communications, brand promotion, digital marketing, artificial intelligence, social networks, search advertising, personalization, marketing strategies