Specifics of Hybrid Communications in the Digital Space

The article is devoted to identifying the specifics of integrated communications in the digital space. The theoretical reflection of the concept of hybrid communications in digital environment is based on the work of foreign and Russian researchers. It is argued that the integrated use of channels of interaction with the consumer is a powerful driver for achieving a synergistic effect in communications for an intentional impact on the target audience. The authors describe the main methods, opportunities and ways of implementing integrated communications in a digital environment. Based on the modeling method, the stages of the hybrid communications strategy in the Internet context are presented. At each stage, resources and tools have been selected and systematized to allow mobile adjustment and optimization of the marketing program. In the course of the study, it was found that today traditional communications are inferior to digital ones in their potential opportunities that they can provide to companies. It is revealed the nomenclature of the most common tools of integrated communications in the digital space and examples of their implementation are given. The authors expand the concept of “integrated communications” to the concept of “hybrid communications”, which means synchronous and asynchronous formats of brand interaction with the consumer based on the transformation of communication strategy in the modern digital space