DOI: 10.24411/2071-3762-2020-10028
Criteria and Traits of Segmentation of Banking Services Consumers

Karpova Svetlana Vasilievna, Doctor of Economics, Professor, Professor of the Department of Logistics and Marketing, Financial University under the Government of the Russian Federation; Kibalchicha 1, Moscow, Russia, 1129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rozhkov Ilya Vyacheslavovich, Candidate of Economics, Associate Professor, Associate Professor of the Department of Logistics and Marketing, Financial University under the Government of the Russian Federation; Kibalchicha 1, Moscow, Russia, 1129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronina Varvara Sergeevna, graduate student of the Department of Logistics and Marketing, Financial University under the Government of the Russian Federation; Kibalchicha 1, Moscow, Russia, 1129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Based on the analysis of the current state of the Russian financial market, the significance and goals of segmentation of consumers of financial services are determined. The authors identified various approaches to segmentation, both traditional ones based on the criteria that have been used by many financial organizations for a long time, and the new ones that have recently been applied in the marketing activity of various companies, are considered. Segmentation of clients by income allows a clear distinction to be drawn between different groups of clients of financial institutions and makes it possible to visualize their behavioral characteristics. Segmentation, based on the criteria of age and marital status, examines the various stages of the consumer’s life cycle and allows to take into account new needs and requirements associated with their change, to develop new financial services. The segmentation model of RBC Royal Bank (Royal Bank of Canada) takes into account both of the above approaches and allows us to identify the dependence of consumer behavior and the level of customer profitability on the stage of its life cycle. One of the most promising models of segmentation of consumers of banking services is based on the theory of generations. The authors provide examples that prove the success of the implementation of this approach by Russian banks. The multi-criteria segmentation proposed by the AdKit agency identifies 4 main groups of criteria: geographic and demographic parameters, financial parameters, personal preferences of consumers and other segmentation parameters. This approach is more relevant for the modern market, as it allows banks to choose for themselves several segments and more accurately target their marketing action. However, modern approaches to segmentation require the collection and analysis of a large amount of marketing information, which is possible only through the use of modern marketing information systems.

Keywords: banking market; marketing; consumers; market research; segmentation; banks; criteria; digitalization.

DOI: 10.24411/2071-3762-2020-10029
Strategic Approach to Creating Mediacontent for Brands

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bulygina Anastasiya Nikolaevna, Master of Innovation, Teaching Assistant at Faculty of Technological Management and Innovations, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Semenova Polina Andreevna, Student of the Department of Technological Management and Innovation, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shevtsova Aleksandra Sergeevna, Student of the Department of Technological Management and Innovation, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article analyzes the problems of brand media communications and substantiates the need for a strategic approach to creating media content. The analytical model of mediacontent creating is based on three key components – brand strategy, external market context and target audience. Also the practical application of the model was demonstrated by the example of an analysis of media communications of brand. The analysis showed that the media content of the brand under study needs to be adjusted in the direction of greater consideration of the brand strategy and characteristics of the target audience.

Keywords: media communications; brand; media content; production; branding; brand strategy.

DOI: 10.24411/2071-3762-2020-10030
Methods of Promotion through Internet in the Highly Competitive Real Estate Market

Sheinina Mariana Aleksandrovna, Assistant professor of the Marketing Communications Chair of the Moscow Polytechnical University (Moscow Polytech); B. Semenovskaya st. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The role of internet-communications in mediamix can change depending upon the category of goods. For the goods categories that require a prolonged choice period, Internet is the most important as a means of promotion. When working with the present demand, promotion in the search engines (organic promotion and contextual advertising) and methods of affiliate marketing are most effective. Because of high competition in the real estate category, these means have limited effect, that is why it is obligatory to look for additional techniques increasing communications efficiency.An advertising campaign to promote a residential compound when promotional materials were shown to audience segments proved high efficiency of programmatic placement according to the following metrics: CTR, CPC, СPA. The advantages of promoting to audience segments are a low click cost technique (CPC) comparable to context media advertising, large coverage, the potential of attracted requests and additional possibility to increase the brand awareness with simultaneous decision making to generate desired actions. Application of communications personalization directed to microsegments of audience also increases efficiency of promotion. Creative adaptation to audience segments increased users’ engagement in communications by 12% (CTR) and decreased the cost of conversion into the desired action by 43% (CPA).

Keywords: personalized communications; digital communications; performance promotion; promotion in real estate market; online promotion; promotion in real estate market.

DOI: 10.24411/2071-3762-2020-10031
Tourist «Magnets» of the Small Motherland and Activation of Youth Tourism in Promoting the Territory in Russian Conditions

BondarenkoVictoria Andreevna, Doctor of Economics, associate Professor, head Department of marketing and advertising, Rostov state University of Economics (RINH), B. Sadovaya str. 69, Rostov-on-don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Romanishina Tatyana, Sergeevna Candidate of economic Sciences, associate Professor, Russian State University of Tourism and Service; Main street 99, Cherkizovo, 86 Pushkinsky district, Moscow region, Russia, 141221 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Objectives: to study the significance of tourist «magnets» of the small Motherland in promoting the territory in Russian realities in terms of activating youth tourism and involving Russian youth in broadcasting the value of their places of residence for foreign guests (who can get personal unbiased impressions of the host country).
Task: to analyze the attitude of Russian and foreign youth to the small Motherland and identify areas in perception that need correction, as well as to identify significant «magnets» of the small homeland that contribute to the activation of youth tourism.
Result: the data obtained show differences in the perception of a small homeland among Russian and foreign youth. It was revealed that the majority of Russian youth representatives are not ready to recommend visiting places that they refer to as their small Homeland. It was also revealed that there are «magnets» symbols, «magnets» images and «magnets» stamps that are appropriate to develop and use when involving Russian youth in understanding the value of their own small homeland and promoting its positive image.
Conclusion: since young people are the most active part of society, and the relationships formed at a young age form the Foundation for further cooperation between representatives of different countries, it is advisable to activate educational and cultural activities of University centers in the regions. The development of projects of tourist «magnets» of the small Motherland with the participation of University centers in regions that are a place of concentration of active Russian and foreign youth will help to influence the formation of a positive image of our country, free from the characteristics which presented in foreign media and international rating systems.

Keywords: tourist «magnets»; small Motherland; promotion; territory; youth tourism; University centers.

Exhibition marketing

Shevchenko Dmitry Anatolyevich, Doctor of Economics, Professor, Moscow Polytechnic University; Bolshaya Semenovskaya St. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Review of the textbook: Gerasimenko V., Simonov K. Exhibition marketing: textbook. Moscow: Faculty of Economics, Moscow State M.V. Lomonosov University: Prospect Publ., 2018, 360 p.