Applying Augmented and Virtual Reality Technologies for Attracting Consumers to the Interaction with the Brand

Napalkova Anastasiia Alekseevna, Candidate in Economic Science, Associated Professor of Marketing, Commerce and Logistics Department, School of Economics and Management, Far Eastern Federal University; Suhanova Street 8, Vladivostok, 690950, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nikulina Tatyana Alekseevna, Candidate in Economic Science, Associated Professor of Marketing, Commerce and Logistics Department, School of Economics and Management, Far Eastern Federal University; Suhanova Street 8, Vladivostok, 690950, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Currently, with the active development of mobile technologies and the extremely rapid penetration of the mobile Internet, mobile marketing tools have a significant impact on consumer behavior, including the choice of apparel brands. The impact of smartphones and the opportunities they provide has changed the way consumers go from understanding their needs to making a purchase, then interacting with the company.. The formation of a new model of consumer behavior is an integral element of the digital transformation. In such circumstances, it is important to develop measures to engage consumers in the process of interaction with the brand, applying new digital technologies. This paper presents the results of a study of consumer attitudes towards mobile shopping and augmented / virtual reality technologies when choosing and buying clothes/shoes. The study showed that respondents highly appreciated the usefulness of applications when shopping, the ability to quickly make purchases through mobile applications and seriously intended to make purchases through mobile devices, and also showed interest in the application of augmented reality, which would select accessories for clothing and shoes. The interest, trust, and perceived usefulness of the AR / VR technologies capabilities influence behavioral intentions to use such technological innovations. We believe that AR / VR technologies can become a tool for improving customer perception of the shopping experience, as it gives brands new opportunities, helping consumers to remember the brand and build trust in it by providing an exciting interactive experience, evoking emotions and having a deep influence on consciousness and subconscious.

Keywords: augmented reality; virtual reality; AR; VR; mobile applications; mobile shopping; consumer experience.

Development Project of Theatre Website

Khlebovich Daria Igorevna, Candidate of Economics, Associate Professor of Management, Marketing and Service Department, Baikal State University; Lenin str., 11, Irkutsk, 664003, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sergushkina Irina Viktorovna, Marketing Manager, Irkutsk Region Young Spectators’ Theatre n.a. A. Vampilov; Lenin str., 23, Irkutsk, 664003, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the practice of theatre web-site development project implementa-tion (theatre of the Young Spectator named after A. Vampilov, Irkutsk). The site as an element of the communication system in general and web resources in particular performs the most impor-tant marketing functions and provides effective and often personalized interaction of the organiza-tion with consumers. The dynamic competitive environment of the theatre leads to the requirement to develop and implement development projects related to selected strategic alternatives of development. The specifics of sites of theatre organizations, content and the functions they perform have to be taken into consideration.
The SWOT-analysis and decision matrix made it possible to identify that the theatre requires an increase the both in the information presence in the urban space and in awareness, and the maintenance of correct positioning among the target audiences. The prerequisites for the development project of site were determined by assessing the opinions of viewers, experts, competitive analysis, and audit of the old site.
To create an updated site of the theater, a standard algorithm was used, but at each of its stages the needs of target audiences, the purpose of the site for image, not for selling, the uniqueness of the theater offer were taken into account. Since the theatre is a non-profit organization, the task of minimizing the project budget was determined, therefore a comparative analysis of three project implementation options was carried out.
The advantages of the renewed site both for theatre itself and for the audience consist in the usability, content, contemporary design, communications with the audience possibility, the format and presentation of the repertoire.
Improving the information support of the theatre and promoting the modern web resource to the market will support the competitive positioning of the cultural institution. Measurements of the site’s performance indicators will help evaluate the effectiveness of changes and make decisions about measures to support or further improve the resource.

Keywords: web-resource; project; site; theatre; outcome.

Modern Trends and Problems of Museum Marketing in Russia

Lavrut Natalia Sergeevna, Graduate student, Saint Petersburg State University of Economics; Sadovaya str. 21, St. Petersburg, 191023, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Museum marketing is directed on promoting of a museum and its collections among consumers. Noncommercial nature of the museums sets their main goal as achievement of cultural and educational effect instead of receiving profit. So we can make a conclusion that the basis of museum marketing was formed by features of noncommercial and social marketing. The comparison of marketing types on the field of their application revealed close connection of museum marketing with marketing of services, marketing of organizations and territories. Museum marketing content confirms successful methods and tools application of event marketing, internal marketing, marketing of relations and impressions for creation of interactive model of the museum and its visitors interaction and for museum brand positioning. Studying of current trends and problems of museum marketing allowed to define marketing activity main directions in Russian museums: visitors needs studying, target audience segmentation, demanded museum product creation, demand formation for museum services, attractive museum image formation, museum audience preservation and expansion. The analysis of the museums development problems in Russia revealed the main one: resources limitation, and first of all financial resources limitation.

Keywords: museum marketing; noncommercial marketing; marketing services; museum; modern trends; development problems; social and cultural environment.

Ways to Form an Image in the Marketing Strategy of the Institution of Additional Professional Education

VoziyanovaNatalya Yuryevna, Doctor of Economics, is an associate professor of Donetsk National University of Economics and Trade named after M. Tugan-Baranovsky (DonNUET); Shorsa str. 31, Donetsk, 83050 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Chugunkina Irina Vladimirovna, Graduate student of Donetsk National University of Economics and Trade named after M. Tugan-Baranovsky (DonNUET), Donetsk,

The problem of the additional professional education institution marketing strategy formation is analyzed in the article. The main ways of image creation based on its rational and emotional components are defined.
The features of educational services are identified and analyzed, including six criteria: the immateriality and intangibility of educational services prior to their acquisition; inseparability from specific employees / teachers; replenishment; nonconservation; multi-criteria evaluation; complexity. Accounting for these criteria allows educational institutions to shape their image, consciously concentrating the attention of consumers on the exclusive features of the services provided. For example, a branch of Ukhta State Technical University in the city of Usinsk is focused on practice, it has a training ground for obtaining practical skills in the studied professions; leading practitioners and expert scientists are invited to conduct trainings, etc. The article identifies the main characteristics of the educational institution, affecting the image, taking into account the interests of consumers. For the practical implementation the marketing model of image formation has been developed.

Keywords: image; marketing strategy; institution of additional professional education; image advertising.

Generation Z as a Target Audience of Modern and Future Media - Actual Challenges for Business

Filin Vitaly Yuryevich, Candidate of Psychology, Head of Advertising Department at the “Synergy” University; Leningradsky Ave., 80, bld. G, Moscow, 125190, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The fear that the younger generation Z does not watch TV and ignores other habitual media is seriously exaggerated. At least, this is evidenced by current studies of media consumption of generations. The main challenge for local and global brands will not be the lack of points of contact with representatives of the new generation, but the ability to make a personal offer for their customers to be personally useful to them, thereby winning their loyalty. The uniqueness of each consumer will become a global driver for the development of products and services, pushing marketing towards more differentiated segmentation, but also towards greater customization and collaboration of brands from a wide variety of markets and trends.

Keywords: Generation Z; millennials; branding; marketing communications; gamification.