OPTIMIZATION OF BRAND COMMUNICATION STRATEGY IN DIGITAL NOISE CONDITIONS

Abstract

Objective. The Purpose is systematization of modern approaches to optimizing the brand's communication strategy, which make it possible to overcome the phenomenon of digital noise, and the development of a theoretical and applied model that increases the engagement of the target audience and the economic efficiency of communications. Materials and Methods. The research is based on a critical analysis of the theories of information overload (J. Stigler, G. Simon) and the concepts of integrated marketing communications (D. Schultz). The methodological framework includes a systematic approach, comparative analysis, and content analysis of 150 communication campaigns of Russian and international brands for 2023-2025 in the fields of retail, financial technology, and e-commerce, as well as methods for modeling communication processes. Results. The key barriers of perception are revealed: selective attention, algorithmic filtering and semantic entropy. The author's optimization model is proposed, which includes three contours: personal frequency, semantic significance and interactive engagement. It is empirically proven that a 22% decrease in frequency indicators combined with an increase in the uniqueness of creativity increases the ROI of communication by 34%. The necessity of shifting the focus from cost metrics to business impact metrics is substantiated. The implementation of the proposed model makes it possible to neutralize cognitive distortions and increase the relevance of message perception in conditions of information overload. Thus, the transition from quantitative coverage indicators to qualitative characteristics of the semantic density of messages creates a stable basis for scaling communication strategies with a predictable economic effect. Conclusion. Optimizing a communication strategy in the digital noise age requires a shift from quantitative logic to semantic relevance management, dynamic calculation of personal frequency, and forcing interactive formats. The proposed model makes it possible to reduce communication costs by 20-25% without loss of engagement.