Transformation of current trends in the development of marketing communications in the system of interaction between consumers and enterprises in the infrastructure of the contemporary market

Changes in the market structure and globalisation challenges necessitate the study of transformations in the field of marketing communications. The purpose of the study was to analyse the development of a contemporary marketing communications system, which is especially important in the context of increasing complexity of interaction between companies and various counterparties. This dynamic was compounded by shorter product life cycles, rapid changes in consumer preferences, and a decline in the effectiveness of conventional advertising methods. The paper focused on the method of epistemological analysis, which allowed establishing that marketing communications, being an organic component of the marketing complex, serve as a universal mechanism for influencing target audiences. Based on the analysis of statistical data, key trends in the development of marketing communications in the contemporary market were identified. The factors influencing the transformation of marketing communications tools were studied and ordered using the method of structural analysis of causal relationships. The results of the analysis helped to identify the stages of transformation of marketing communications tools within the levels of constructive changes: the level of emergence of new tools that co-exist with existing ones based on the principle of addition; the level of integration based on the unification, convergence, and interpenetration of various tools; the level of hybridisation of tools based on their multiplicity. It was established that these tools provide an opportunity to use the advantages of contemporary communication technologies and introduce innovative approaches. In addition, hybrid tools have contributed to improving the quality of interaction, and providing a higher level of mobility and adaptability of communication. The practical significance was to determine contemporary marketing communications, which is possible due to the emergence of the latest means of communication, which were integrated into interactive technologies, which helped not only to quickly obtain the necessary information, but also to analyse it, and compare it with other sources. The combination of conventional and innovative marketing communication tools ensured the company’s effective operation in the market and helped attract new customers