IMPROVING THE STRATEGY OF INTEGRATED MARKETING COMMUNICATIONS OF AN ENTERPRISE BASED ON NEUROMARKETING TOOLS

Abstract

The article aims to substantiate the comprehensive theoretical and methodological foundations and develop actionable practical recommendations for improving the integrated marketing communications (IMC) strategy of a modern enterprise. By implementing advanced neuromarketing tools, an enterprise can increase its overall economic efficiency and global competitiveness. In the context of information saturation, traditional communication methods often fail to capture consumer attention, necessitating a transition toward neurobiological insights. 
The study utilizes a multidimensional systematic approach to analyze the communication activities of an enterprise, employing sophisticated biometric methods–such as eye-tracking, electroencephalography (EEG), and galvanic skin response–to study subconscious consumer behavior and emotional engagement. Furthermore, the method of strategic modeling is applied to develop a unique neuro-communication matrix.
The research defines the critical role of neuromarketing as a strategic tool for the qualitative transformation of the IMC system. A specialized neuro-communication matrix has been developed, allowing for the seamless synchronization of advertising messages across various communication channels–including digital, ATL, and BTL–based on specific neurophysiological triggers and cognitive patterns. The relationship between the systematic use of biometric data and a significant reduction in strategic risks when launching innovative products on the market is scientifically proven. 
For the first time, a conceptual model of IMC strategy formation based on deep cognitive-behavioral insights is substantiated. The approach to evaluating the effectiveness of a marketing strategy is improved by introducing biometric key performance indicators (KPIs), which provide substantially higher accuracy in predicting consumer choice compared to traditional sociological methods. 
The results can be implemented by enterprises to optimize marketing budgets, increase long-term brand loyalty, and create high-precision communication campaigns. The proposed algorithms allow for the rigorous pre-testing of creative concepts, significantly reducing the probability of communication failure in a volatile market environment.