DIRECTIONS FOR DEVELOPING DIGITAL MARKETING COMMUNICATIONS IN TRADE UNDER MOBILE COMMERCE CONDITIONS

Abstract

This article examines the main directions for developing digital marketing communications in trade under conditions of mobile commerce. In contemporary trade, mobile commerce is no longer limited to mobile purchasing; it has become a broader communication environment shaped by smartphones, branded apps, conversational interfaces, gamified interaction, social commerce, and omnichannel customer journeys. Recent studies show that mobile and conversational commerce create value through trust, usefulness, emotional and conditional value, while mobile branded apps strengthen engagement and value co-creation. At the same time, current research indicates that mobile-commerce communication is becoming more interactive, personalized, and platform-integrated, with gamification, social engagement, and cross-channel consistency playing an increasingly important role. On this basis, the article argues that the development of digital marketing communications in trade should follow a mobile-first, customer-centric, and data-informed logic that combines personalization, branded-app ecosystems, conversational tools, gamified engagement, social commerce integration, and omnichannel consistency