Factors Influencing the Effectiveness of Enterprise Marketing Communications
Factors Influencing the Effectiveness of Enterprise Marketing Communications

Summary/Abstract: Theoretical background: Marketing communication is a key element of marketing, supporting tasks suchas information, image building and customer acquisition. The effectiveness of communication depends onmany factors, including the methods and tools used as part of an integrated marketing strategy. Digitaltransformation has significantly affected the ways consumers are reached, forcing marketers to adapttraditional methods to new technologies. Consumers, more trusting of each other than of companies, arebecoming active marketers, increasing the importance of online communication. Modern marketing com-munication relies on synergies between old and new media, and on building a strong brand as the basisfor a successful strategy.Purpose of the article: The aim of this article is to analyse the literature on the topic and, on this basis, totry to answer questions related to communication processes in marketing: How has communication changedin recent times? What factors influence the effectiveness of marketing communication? What currently hasthe greatest impact on marketing communication in a company? To answer the questions, articles containingthe topics under study and found in the SCOPUS database were analysed.Research methods: Scientometric and bibliometric techniques were used as the research method, analys-ing citations and co-occurrence of keywords. Articles written between 2000 and 2023 were analysed. Thepapers analysed were grouped into 4 periods: Period I – 2000 to 2010; period II – 2011 to 2015, periodIII – 2016 to 2020 and period IV – 2021 to 2023. A score of more than 100 publications was obtained and,in the next step, limiting the number of publications, the criterion of the number of citations was adopted.A ranking of the best-cited articles was developed in each period, and based on these, factors influencingthe effectiveness of the marketing communication process were analysed.Main findings: Through a comprehensive literature review on marketing communication, the factors in-fluencing marketing communication that change over time have been identified in tabular form. A modelwas proposed that summarises the factors influencing the effectiveness of marketing communication ina collective way.

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