The Impact of Digitalization on Communication Strategies in the Global Market (the Case of Media Agencies)

Digitalization is fundamentally changing world economy and our society, which stimulates entrepreneurial innovation, productivity and regional economic growth. The main objective of this study is to assess the impact of the digital revolution on the world market and the market of media agencies as well as to evaluate the formation of its competitiveness in accordance with the new realities of the world. The thesis presents an uptodate analysis of the trends in the couse of digitalization and its direct impact on communication strategies in business, which was examined with the example of a russian media agency. Through the course of the paper, most of the previous works and materials on the topic of digitalization were systematized, including their comparison with current trends. An analysis of the state of the media activity market was made, taking into account the consequences of self-isolation. Moreover, an assessment of the competitiveness of an individual media agency is conducted.