DOI: 10.24412/2071-3762-2021-8294-3-12
Building Profiles in Marketing Research Using Quantification Results

Zakuskin Sergey Viktorovich, Candidate of Technical Sciences, Deputy General Director, Compass Research Agency LLC; Oktyabrskaya st. 60-2-10, Moscow, Russia, 127521 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Profiles (portraits) of buyers, brands, and firms widely used to present the results of marketing research should be analyzed with caution, since there are situations in which they can lead to false conclusions. In particular, interval statistics (mean value, standard deviation, etc.) used in the construction of profiles do not always adequately characterize the situation under study, the combination of modal values of characteristics often gives a negligibly small volume of the target group, etc.To eliminate these problems, it is proposed to pre-quantify research data of categorical (nominal and ordinal) type and build profiles based on quantified data, which makes it legitimate to use interval statistics, allows you to optimally transform measuring scales and find attractive segments of the target group. For a set of heterogeneous characteristics (for example, socio-demographic), a reduction of the space of characteristics can be carried out simultaneously, so that the subsequent analysis can be carried out in a factorial space of small dimension, the results to present in a visual and visible form.

Keywords: target group/brand/firm profile; consumer/buyer portrait; trend and spread statistics; target group segment; purchasing activity; factor analysis; discriminant analysis; quantification of measurement scales.

DOI: 10.24412/2071-3762-2021-8294-13-23
Improving the Digital Marketing Strategy of a Private Mental Health Clinic

Zuenkova Julya Alexandrovna, DBA, Marketing Guild Union member, faculty teacher, Peoples Friendship University of Russia (RUDN University); Miklukho-Maklaya str. 6, Moscow, Russia, 117198 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Antonyuk Tatjana Vladimirovna, General Director LTD Clinica ROSA; Serebryakova proezd, 4/3, Moscow, Russia, 129343 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tsvetkova Anna Borisovna,Ph.D, Assoc. Prof of marketing department Plekhanov Russian university of economics; Stremyanny lane, 36, office 529, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The market of mental care services is greatly underestimated in Russia, which is associated with a low demand for help as a result of prevailing stereotypes and patients’ fears, as well as an increase in the number of borderline disorders caused, among other things, by the COVID-19 epidemic. The transition to hospital-replacing technologies, the development of telemedicine and Internet services in health care, an increase of paid services actualize the prospects for investment in mental health segment and its development through Internet marketing. The article presents a detailed analysis of the mental health submarket, describes the competitive environment in the Moscow region, analyzes the current state of marketing in the “ROSA” clinic, and provides segmentation of patients by gender and age. These services were most in demand among women (57% of 9,538 patients) and among patients aged 18 to 45 years. Weaknesses of “ROSA’s” marketing are: lack of analytics of the number and usefulness of search queries, the number of primary patients’ calls and an assessment of their quality. The clinic does not analyze contextual advertising and its budgeting. Insufficient attention is paid to the management of the clinic’s reputation on the Internet, and the work with reviews is poorly carried out. Insufficient development of Internet marketing limits the detailed description and selection of target segments, does not allow developing the positioning of the clinic and, as a result, can lead to ineffective marketing planning and budgeting. The main focus on the development of patient loyalty is planned to be done through personalized content and detailed analytics of the target audience. The development of the clinic is planned to focus on maximizing the use of Internet marketing opportunities, increasing brand awareness and increasing audience loyalty through digital campaigns. An increase in the number of website visitors, an increase in the level of audience engagement is planned to be achieved through more intensive interaction with patients in social media, investing in the most effective advertising campaigns, creating high-quality content, and providing more information about the product to consumers. The main investments are planned to be directed to further optimization of the site, work with geo-services, video marketing, and the development of a chat bot. It is planned to control the effectiveness of events through CRM analysis, assessing the ranking of key phrases, controlling contextual advertising using Yandex Direct and Google AdWords, introducing a call tracking system and end-to-end analytics, using a HIPAA-compatible call tracking system. The total budget of the media plan for the year is five million rubles.

Keywords: healthcare service; mental health; digital marketing; budgeting; marketing planning; chat bot; call-tracking.

DOI: 10.24412/2071-3762-2021-8294-24-33
Analysis of a University’s Digital Communication Channels with the Key Audience – Applicants and Students

Dorokhova Inna Alexandrovna, postgraduate of Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, Russia, 117997 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

As a result of an online survey conducted among students of Plekhanov Russian University of Economics, social media VKontakte, Instagram, TikTok and messenger Telegram were determined as the most effective digital communication channels with current students, and it was predicted the priority communication channels for the next few years.The results and conclusions of the research work can be used for creating or updating the communication strategy of Russian universities.

Keywords: internet communications; communication strategy; social media, content of digital channels.

DOI: 10.24412/2071-3762-2021-8294-34-40
Personnel as a Marketing Partner of a Modern Industrial Enterprise

Semenova Svetlana Viktorovna,Candidate of the department of management and marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In articles on the marketing of manufacturing enterprises, the topic of product sales in the industrial market is mainly revealed from the side of the tools used. The authors write how to increase sales, what can affect them, how to stimulate them, and so on. But few people write about relationship marketing and emotional intelligence, which should take place in the process of handling industrial products. After all, sales of industrial goods are always accompanied by certain emotions: both on the part of the seller and on the part of the buyer. Empathy is no less than the qualitative characteristics of the product itself or the savvy of the seller affect whether the company will buy its products. Emotions are part of human nature. Ignoring them even in business is always the wrong step. The economy, of course, is based on supply and demand, but the decision to buy is still influenced by emotions. They will always be the main element in communication between the client and the staff, as an internal marketing partner of a modern industrial enterprise. This article will tell you how emotional intelligence helps to sell, and how to develop it in an industrial market.

Keywords: industrial market; competitiveness; internal marketing of industrial enterprises; consumer loyalty; emotional intelligence; interaction marketing; client-centricity.