Сучасні інструменти маркетингових комунікацій
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Файли
Дата
2018
Автори
Андрушкевич, З.М.
Сітарчук, О.В.
Andrushkevich, Z.
Sitarchuk, O.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті розглянуто основні тенденції розвитку маркетингових комунікацій та особливості їх використання на
підприємствах, досліджено динаміку витрат у сфері цифрових комунікацій на ринку України. Авторами проведена та
згрупована порівняльна характеристика традиційних комунікацій та Інтернет-комунікацій. Визначено частку найбільш
впливових цифрових технологій маркетингових комунікацій, а також запропоновано ефективний алгоритм дій системи
маркетингових комунікацій.
In the article the main tendencies of development of marketing communications are considered, features of modern tools of communications at enterprises are investigated. Showing popular digital technologies and highlighting the best of them. The authors conducted and grouped the comparative characteristic of traditional communications and Internet communications. The technology big data is described. It is noted that communication with the target audience is most successful when the official pages of the brand are created, publications are in popular communities, promotion is through the built-in advertising system, and there is hidden and content advertising. And also an effective algorithm of the action of the system of marketing communications is determined. The main advantages are highlighted digital marketing to improve the effectiveness of the company' communications policy. It is proposed to consider digital marketing as a modern means of communicating enterprise with the market. The results of the research can be proposed for effective communication with the target audience of the company in gaining positions in the domestic and international markets. The main techniques and methods of advertising in digital marketing are necessary to have trusting relationships with consumers in order to enhance the brand image and make business profit.
In the article the main tendencies of development of marketing communications are considered, features of modern tools of communications at enterprises are investigated. Showing popular digital technologies and highlighting the best of them. The authors conducted and grouped the comparative characteristic of traditional communications and Internet communications. The technology big data is described. It is noted that communication with the target audience is most successful when the official pages of the brand are created, publications are in popular communities, promotion is through the built-in advertising system, and there is hidden and content advertising. And also an effective algorithm of the action of the system of marketing communications is determined. The main advantages are highlighted digital marketing to improve the effectiveness of the company' communications policy. It is proposed to consider digital marketing as a modern means of communicating enterprise with the market. The results of the research can be proposed for effective communication with the target audience of the company in gaining positions in the domestic and international markets. The main techniques and methods of advertising in digital marketing are necessary to have trusting relationships with consumers in order to enhance the brand image and make business profit.
Опис
Ключові слова
комунікації, цифрові комунікації, інструменти маркетингових комунікацій, communications, digital communications, tools of marketing communications
Бібліографічний опис
Андрушкевич, З.М. Сучасні інструменти маркетингових комунікацій [Текст] / З. М. Андрушкевич, О. В. Сітарчук // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 14-17.