The article examines the impact of marketing communications on the formation of enterprise competitiveness under conditions of increasing market competition and economic digitalization. It is determined that marketing communications represent a systemic managerial tool for organizing interactions between an enterprise and its target audiences and play a key role in shaping demand, brand awareness, consumer trust, and customer loyalty. The essence of marketing communications is clarified as an integrated process of designing, transmitting, and maintaining consistent messages within a unified corporate communication strategy.

The main marketing communication instruments (advertising, public relations, sales promotion, direct marketing, digital communications, and branding) are systematized, and their functional role in creating intangible and market-based competitive advantages is identified. A stage-based mechanism of the impact of marketing communications on enterprise competitiveness is proposed, which includes market and target audience analysis, definition of communication objectives, development of a communication strategy, selection of instruments and channels, implementation of communication activities, performance monitoring, and strategic adjustment.

It is substantiated that the coordinated and systematic application of marketing communications ensures the strengthening of an enterprise's market position, the formation of a stable positive image, increased trust among consumers and partners, and the consolidation of long-term competitive advantages. The obtained results can be used in the process of developing the communication policies of enterprises in various industries to enhance the effectiveness of their market activities.