Marketing communications strategies in digital economy

Oksana Petrovska
PhD in Politics, Associate Professor, Department of Human Resources and Labor Economics, Odessa National Economics University, Ukraine, e-mail: oksanapetrovska80@gmail.com, ORCID ID: https://orcid.org/0000-0003-0730-6718

Viktoria Gerzhyk
Master MBA «University of Illinois at Urbana Champaign», USA, e-mail: viktoria.gerzhyk@gmail.com

Cite this article:

Petrovska, O., Gerzhyk, V. (2018). Marketing communications strategies in digital economy. Ed.: M. Zveryakov (ed.-in-ch.) and others [Marketynhovi komunikatsiini stratehii v didzhital ekonomitsi; za red.: М. I. Zvieriakova (gol. red.) ta in.], Socio-economic research bulletin; Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 4 (68), pp. 159–168.

Abstract

The article considers digital economics and marketing as a communication process in which entrepreneurs and marketers try to get the right message to the right customer at the right time, and also listen and respond to consumer feedback. The basic moments of key functions and problems in marketing communications and the critical role of the mass media as channels of marketing communication are revealed. The aspects of marketing interaction, which provide the creation of new standards and consumer culture, are described. Transformation of interaction and personalized influence through the involvement of consumers in the process of developing and promoting the product through online tools are investigates. The advantages and limitations of broadcasts and media using in the marketing field are analyzed. Concepts of online marketing communication strategies are listed, and also the main stages of their development and implementation are determined. A key feature of digital marketing is an implementation of a dialogue between the company and the consumer, which allows not only to be at the top of trend, but also to predict behavioral changes of consumers. Particular attention is paid to assessing the effectiveness of digital communications, a number of approaches and indicators of the effectiveness of online communications with the influence of digital media and information technologies on human communication in general and on marketing, in particular. The ability to measure of campaigns effectiveness in real time is an important advantage of online marketing. A review of three widely used digital marketing strategies is reviewed: online advertising, search engine marketing and marketing in social networks. When the authors of article analyze the digital strategies, they investigated how the concept of digital strategy develops and this evolution is divided into four stages, where the third stage is reflected as current and the fourth stage represents of our future digital strategy.

Keywords

marketing strategy; viral marketing; digital communications; marketing digital strategy; digital communications effectiveness.

JEL classification: M300; M310; DOI: https://doi.org/10.33987/vsed.4(68).2018.159-168

UD classification: 658.8:659.44

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