Risks of integrated marketing communications of an organization in the digital environment

Abstract

Aim. To examine the types of risks in an organization’s marketing communications in the digital environment and effective methods for their minimization. Objectives. To analyze the causes and types of risks of integrated marketing communications in the digital environment; to define the principles and stages of marketing risk management; to identify the most effective risk minimization methods. Methods. The theoretical and methodological foundation of the work consists of the works of Russian scholars on risk management in marketing communications in the digital environment. This article employs general scientific methods, in particular the systems approach and the method of comparative analysis of definitions. Results. The conducted research demonstrates the relevance of managing digital communication risks for organizations under conditions of high competition and large volumes of information flows. The study identifies reputational risks associated with loss of audience trust due to unreliable information about the organization on the Internet or inconsistency of information messages; risks of ineffectiveness of digital communication campaigns due to unreliable or insufficient information about audiences and their needs; risks of consumer data leakage and non-compliance with information confidentiality; risks of click fraud in advertising (click fraud); risks associated with changes in the media space; risks of audience insensitivity to the organization’s information messages; and risks of copyright infringement when publishing content. The principles and risk management system are characterized. The following methods for minimizing digital risks of integrated communications are proposed: development of a content plan; creation of a brand book describing the brand philosophy and values, content requirements, tone, and visual style of publications; analysis and control of content before publication; strict compliance with copyright; transition to permitted digital platforms for placing information messages; creation of own media for publication control; and others. Conclusions. An organization’s communication activity in the digital environment entails a number of potential risks, including reputational risks associated with loss of audience trust in the organization and its brand. Risks can be identified, assessed, and the probability of their occurrence and their consequences can be minimized.