DOI: https://doi.org/10.36719/2789-6919/55/9-15
Konul Buyuker
Baku State University
PhD in Economics
https://orcid.org/0009-0002-2967-1871
k.buyuker@mail.ru
Turkan Salamova
Baku State University
Master’s student
https://orcid.org/0009-0006-4860-8922
salamovaturkan689@gmail.com
Marketing Communications and Digital Marketing Strategies and Applications
Abstract
This article examines the role of marketing communications and digital marketing in DXBT projects. The analysis shows that Azerbaijani state institutions such as DOST and ASAN Service have significantly increased public acceptance of services, user satisfaction and social impact by using digital communication tools. Social media, SEO optimization, video content, e-mail marketing and other digital tools have ensured the interaction of projects with the audience, strengthened investment interest and served to manage risks. In addition, the openness of information and operational communication provided through digital platforms have had a significant impact on the formation of public trust. Digital analytics and monitoring of user behavior have enabled continuous improvement of the quality of services. International experiences, such as the Madrid Metro project, show that digital marketing plays an effective strategy in increasing public support through interactive communication and real-time analytics. At the same time, this approach ensures more efficient use of resources by strengthening coordination between the public and private sectors. As a result, within the framework of DXBT, digital marketing stands out not only as a promotional tool, but also as an important mechanism that ensures long-term sustainability, strategic management, and partnership effectiveness.
Keywords: marketing communications, digital marketing, DXBT projects, public participation, digital strategies