Modern communicative marketing strategy tools enhancing business competitive advantage

The economy’s business environment today is characterized by high level of competition between companies aimed at achieving best financial results and, consequently, increasing the number of consumers, particularly in current challenging COVID-19 pandemic era. The paper emphasizes that in order for an enterprise togain competitive advantages at present, intense actions are required. Business competition becomes fiercer, as one has to fight for orders from a shrinking group of customers. One of the most reliable ways of research is to use and analyze available statistical data obtained by Russian associations and agencies working in the field ofcommunication and commerce. The empirical base of the study of modern communicative strategy tools enhancing business competitive advantage in Russia was data from E-Commerce Russia, Russian Association of Communication Agencies, the Data Insight research agencyand recommendations from the Electric Brand Consultants agency. Analysis of the information made it possible to identify motives, i.e. driving force for organizations to choose the most effective marketing communicationstools. According to the results of the study, shifts in customers’ needs and insights, and specific features of competitive practices were revealed. The innovative tools applied by entrepreneurs include a varietyofremodeled marketing communication tools such as video advertising and mobile advertising, targeted advertising on the Internet, virtual voice assistants, Black Fridayonline sales, etc. During the lockdown introduced in Russia, manybusinesses increased their customer base and refined their CRM systems. The study suggests stages and tools of enhancing business competitive advantages, describestheprocess ofincreasing thecompetitiveness ofa commercial organization in a formalizedform, andcharacterizes the relationship of causes and effects. The authors substantiate the choice of modern communicative strategy tools and the need to implement a flexible marketing strategy that can become a source of business competitive.