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Differences between marketing communication on social networks and marketing communication in traditional media.
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... Social media sites create a new environment full of opportunities to create conversation-based marketing communication with customers and to create immediate customer connections [15,17]. To this, the perception of social media by academics and marketing managers operating business-related activities may differ. ...
Social media has become a fundamental aspect of modern life, permeating the daily routines of billions globally. Since their emergence, platforms such as Facebook, Twitter/X, Instagram, and others have drawn vast user bases, engaging people across diverse interests. These platforms facilitate the sharing of information across various fields, significantly impacting individual lives and societal trends. The relentless expansion of social media underscores its potential as a potent tool for brand building , market expansion, and customer acquisition. The digital evolution has empowered businesses to leverage social media for information dissemination, product promotion, customer service, and marketing in general. This necessitates the development of marketing strategies that cater to a broad audience, allowing for in-depth analysis and the formation of targeted marketing campaigns. Given the historical growth of social media and its capacity to add value, an increasing number of companies are recognizing social networks as vital channels for marketing communication. This shift reflects the integral role social media plays in shaping market dynamics and consumer behavior, highlighting its significance in contemporary marketing strategies. The chapter thus describes the phenomenon of effective management of marketing communication in the highly relevant environment of digital ecosystems.
... Маркетинговая стратегия представляет собой набор мероприятий по позиционированию предприятия, продукта или услуги, а также проекта на рынке, определению рыночной ниши. Разработка маркетинговых стратегий и ее составляющих, включая коммуникационную стратегию, происходит с учетом факторов рыночной ситуации, возможностей предприятия и особенностей конкурентной обстановки [30]. Основой формирования исходного замысла при разработке коммуникационной стратегии является системный подход. ...
Communication strategies of promoting goods, services and brands form an integral part of marketing strategies. Resolving the problem of choosing communication strategy is based on expert opinion of one or several specialists, whose position can be taken by professionals in promotion of commercial and social goods. The goal is to choose the best alternative of conducting communication campaigns based on its potential effectiveness. The article uses mathematic tools of fluctuating set of indistinct linguistic terms in order to resolve the problem of choosing communication strategy for social projects. On this basis the task was formulated for decision-making concerning the choice of marketing strategy in conditions of uncertainty and an example was provided for choosing communication strategy of promoting a social project. As an example of using these tools the inter-regional literature camping ‘War and Peace’ was studied, where a multitude of 3 alternatives was formed, expert opinions in the form of linguistic expressions were obtained and the multitude of alternatives was regulated on the basis of non-dominant strategy. Findings of the research show possibility to use indistinct linguistic computing model for decision-making in marketing.
... It is especially important in the concept of Integrated Marketing Communication, which aims at delivering a consistent message to the target audience with the use of different communication techniques [30]. Among the possible ways to talk to consumers, the literature points out advertising, direct response, sales promotions, public relations [6], and recently social media [56]. In this article, we will limit the promotion aspect to advertising, by which we assume delivering paid ads to consumers, e.g., TV, radio, display or video online formats, paid results in SEM or advertisements in Social Media [45]. ...
In this article, we develop an agent-based model of the market in which firms and consumers exchange products. Consumers in our model are heterogeneous in terms of features, such as risk aversion or owned assets, which impact their individual decisions. Moreover, consumers constantly learn about the features of products by personal experience, word-of-mouth, or advertising, update their expectations and share their opinions with others. From the supply side of our model, firms can influence consumers with two marketing tools: advertising and pricing policy. We conduct series of experiments with the model to investigate the relationship between advertising and pricing and to understand the underlying mechanism. We evaluate marketing strategies in terms of generated profit and provide recommendations.
... During the research into the essence and content of marketing communications in the Internet space, the authors used the research materials by Anderson-Butcher et al. [4], Tomse and Snoj [5], Plaksin, Abdrakhmanova, Kovaleva, and others. Features of information perception and building relationships with consumers were studied based on the works by Dickson et al. [6], Wright and Hinson [7], and others. ...
Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users.
Materials and methods. The reviewed sources included contemporary periodicals: Journal of Targeting Measurement and Analysis for Marketing, Electronic Markets, Marketing, etc. The study of Internet resources was based on the authors’ own data received by analysing the portals WebCanape, WebsiteSetup, Statista, etc.
Results. There are nearly half a billion new users on social media; trillions of dollars have been spent in online stores, according to the annual Global Digital 2021 report. As of October 2021, the most popular social networks in the world by the number of active users (in millions) are Facebook (2,894), YouTube (2,291), WhatsApp (2,000), Instagram (1,393), Facebook Messenger (1,300), Weixin/WeChat (1,251), TikTok (1,000), etc.
The Internet as a new business environment differs from traditional economic sectors by a higher level of heterogeneity. From the standpoint of marketing, the Internet makes it possible to simultaneously bring a message to a large number of users (mass communication is ensured), on the other hand, to customise the offer for specific consumers according to their needs.
Conclusion. Contemporary marketing follows the consumer, i.e. uses the online environment as a point of contact with the consumer to promote and distribute products. Relationship marketing theories are based on the need for companies to invest in relationships between themselves and consumers. Relationship marketing focuses on taking relationships between the company and the consumer from a state of engagement to that of loyalty. Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision regarding purchase or service.
... This change has shifted the role of individuals, who are more active in sharing and publishing personal content and thereby increasing their digital footprints [34]. This increase in data circulation fostered a new marketing strategy known as Digital Marketing or Marketing 2.0 [32] that uses individuals' digital footprint to create specific communications channels with targeted individuals in order to better engage them [33]. This has resulted in the shift we depict in Figure 1. ...
We live in an era in which the most valued services are not paid for in money, but in personal data. Every day, service providers collect the personal information of billions of individuals, information that sustain their infrastructure by marketing profiles labeled with this information to personal data consumers, such as advertisers. Not all uses of this personal data are for marketing; data consumers can also include, for instance, public health authorities tracking pandemics. In either case, individuals have undergone a process of Personal Data Gentrification, as data ownership has shifted from individuals to service providers and data consumers, as if the data is worth nothing to the individuals; these new owners then harness the data to obtain large profits. Current privacy-enhancing technologies are beginning to allow individuals to control and share less information. However, not sharing individuals' personal information at all could lead to Personal Data Blight, in which the potential of personal data in applications that benefit all of society remains forever latent. In this paper, we propose Personal Data Enfranchisement as a middle ground, empowering individuals to control the sharing of their personal information to shift the business flows of personal information. Based on these insights, we propose a model to gradually and incrementally make a shift from our current situation towards one of Personal Data Enfranchisement. Finally, we present a roadmap and some challenges towards achieving this bold vision.
... In General, it is possible to use an information method for evaluating the effectiveness of marketing communications on the Internet based on the Bitrex 24 platform to collect marketing information, monitor the processes of working with consumers, and generally automate the quality of staff work. Evaluation of the economic efficiency of communications should be carried out constantly both during the advertising campaign and at the planning stage, with constant optimization of marketing communication channels (Tomse & Snoj, 2014). The results of the research may be useful for various small businesses in Russia when choosing marketing strategies and conditions for interaction between market participants. ...
... The studies provided by D. Anderson-Butcher, A. Ball, M. Brzozowski, A. Lasseigne, M. Lehnert, B.L. McCormick [1], D. Tomse, B. Snoj [4], S. Plaksina, G. Abdrakhmanova, G. Kovaleva [12], P. Sinitsyna [16], N. Ukhinova [20], A.Ya. Friedland [21], I.V. Khudorozhkova [22] were used in the process of research on marketing communications substance and content on the Internet. The features of information comprehension and organization of interaction with consumers were studied on the basis of materials by D. Dickson [19]. ...
The Internet is a special space of communication
in which the new structural and communicative relationships are
formed. Communication in the service sector is not only the
informative process but it influences consumers' expectations and
their perception of the service quality. The purpose of this article
is to reveal the communication features on the Internet and to
identify characteristics of communication with consumers in
tourism.
The main communication channels on the Internet are sites,
search engines, feedback portals, video-channels, articles and
publication in the press, contextual advertising and social media.
Communication should aim at the formation of consumer
behavior through the organization of interaction, impression,
social experiences, values and attitudes. There is a necessity to
highlight the marketing communication features expressed as a
set of the possibilities to be used and threat to be resolved due to
the voluntary nature of interaction on the Internet.
The studied characteristics and tendency of the Internet
development allow to formulate the following principles of
communication with consumers: territorial and information
accessibility, individualization, feedback, interactivity, logistics,
safety and security of personal data
... A special review of social networks, as one of the most influential parts of Internet marketing, and their role in marketing communication was made by Tomše and Snoj (2014). They observed main differences between traditional and marketing communications on social networks and their advantages and disadvantages in times of crisis. ...
The development of technology in the last few decades has led to major changes in almost all areas of the economy. This is mostly related to production and service delivery processes, but also to other accompanying activities, without which the functioning of business systems is unthinkable today. The Internet is probably one of the most important representatives of this development and a factor without which the modern world can hardly be imagined. Its role is also highlighted in the field of marketing with the emergence of a new concept known as Internet marketing. By linking online marketing and manifestations/events, as one of the most important factors in tourism activity, the basis for satisfying the demands that modern age implies in the process of achieving quality relationships with the target market is created. Events and the way of their presentation, as the basis of marketing communications, with their specificities contribute to the uniqueness of a particular area by creating its image. The aim of this paper was to analyze the degree of the use of the Internet in the marketing activities of local tourist organizations as well as the tourist events of the Moravica administrative district, with particular reference to the use of websites and four most popular social networks.
... Воно фактично об'єднує обидва ці аспекти: «Маркетингові комунікації є скоординованими повідомленнями для просування та пов'язаними з ними засобами масової інформації, що використовуються для зв'язку з ринком» [197]. Близькою до цього підходу є точка зору, висловлена словенськими вченими Денисом Томшем і Борисом Сноєм, які вважають, що маркетингову комунікацію може бути подано в двох основних поняттях: як канал і як інструмент [198]. ...
... У глосарії на професійному сайті www.marketingnews.ru стверджується: «Маркетингові комунікації -способи і форми передачі інформації про товари та послуги цільовій аудиторії, тобто певній групі людей, які мають можливість реагувати на цю інформацію» [198]. ...
Використання концепції маркетингу у вітчизняній практиці публічного управління ще не набуло достатньо широких масштабів. Цим великою мірою пояснюється вкрай низький рівень дослідженості цієї проблеми. Водночас досвід публічного управління розвинених держав у реалізації моделі маркетингової держави, що реалізований в останні десятиліття, доводить високу ефективність упровадження засад маркетингу. Теоретичне обґрунтування проблем публічного маркетингу потребує подальшого глибокого опрацювання. Зрештою, це дозволить сформувати відповідну систему практичних дій, інструментів, комплексних заходів та управлінських технологій, що широко використовуватимуться в публічноуправлінській практиці. Виходячи з цього, монографія, що пропонується увазі читачів, є нагально актуальною. Рекомендується для ознайомлення управлінцям у сфері державного та муніципального управління, викладачам освітніх закладів, аспірантам, студентам та всім, хто вивчає маркетинг.
... The Marketing communication channels focus on anyway a business communicates a message to its desired market, or the market in general (Tomše & Snoj, 2014). The promotions personnel: They work directly under the vice president marketing communication. ...
This paper explicates some special topics in public relations such as public relations manager, in-house public relations, and public relation agencies. A narrative literature review was adopted as the design. Data sources included Google Scholar, Google, and the Web of science. The narrative review was conducted from August to December 2017. The study demonstrates that public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends. The paper also revealed that in-house public relations are the full-time employee of an organization that uses their expertise to promote and maintain an organizational image while PR agencies are an independent, functioning unit designed to serve multiple businesses by helping them to bridge the gap between the business and the public. Disadvantages and advantages, duties and roles of PR manager, in-house public relation and agencies were also reiterated.
