Comparison of Personal and Mass Marketing Communications in the Digital Era

Key words: marketing, marketing communications, digitalization, branding, integrated marketing communications, social media, social networks, content, KPI, engagement rate. The article provides a comparative analysis of personal and mass marketing communications in the digital era. Through the analysis of 87 literature sources and in-depth study of personal and mass marketing communications, it was found that despite the effectiveness of personal communications due to their two-way orientation, the possibility of targeting and ensuring maximum involvement of consumers, mass communications are the most preferred due to the large coverage of audiences, as well as the relatively low price of one contact with the consumer. In addition, it was determined that today photo content with a friendly (informal) style of communication and medium-length text provides the highest indicators of engagement rate. These results were obtained through the analysis of a large volume of scientific and professional literature on marketing communications, expert judgement of marketing communications, a survey of 100 respondents, semiotic analysis of social media content and counting of the engagement rate (ER). Diploma work contains 116 pages, 1 scheme, 6 figures, 15 diagrams, 9 appendices and 87 literature sources.