Рр. 3 — 11

DOI: 10.24412/2071-3762-2022-8305-3-11
SMM (Social Media Marketing): Strategy and Tactics

Shevchenko Dmitry Anatolyevich, Doctor of Economics, Professor, Head of the Department of Qualimetry, Communication Management and Relationship Management, Russian State Social University. Marketing Research Expert of the Guild of Marketers, Vice-President for Science of the Imageology Academy. Faculty of Communicative Management of RSSU; 4 Wilhelm Peak str., building 1, 129226, Moscow, Russia. (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article, the author shows that working in SMM in the overall digital marketing mix system brings undoubted benefits to businesses of various levels. This work is the most profitable. With a minimal budget, you can start social media marketing. Using SEO best practices involves using popular keywords and hashtags to create content around topics that people are currently talking about. If you still need to use paid social media advertising, you can adapt it to your budget, increasing it as it grows in effectiveness over time. This work allows you to maximize your return on investment. It allows you to monitor your effectiveness in relation to the target audience and competitors. You can use the method recommended here or develop your own. This work allows you to generate more traffic to your site. The more quality content that is published, the more incoming traffic is generated, which in turn boosts the SEO of the site. This work allows you to increase the credibility of the brand. The more interaction with your audience, sharing original content, answering questions, comments, etc., the more users will be able to evaluate the quality of the firm’s brand, share publications, increase reviews and increase brand trust. This work allows you to understand your advantages over competitors. Studying competitors allows you to see their best activities in relation to the target audience of the brand, to make sure or doubt what could be done better. This work increases brand loyalty. If you build interaction with your audience through content that is interesting and valuable to them, you can achieve greater loyalty than using any paid advertising campaign. This work leads to increased brand awareness. During the pandemic, most businesses survived thanks to this strategy, even those in the B2B business. The pandemic has heightened the importance of social media marketing.

Keywords. SMM; digital marketing mix; SMM strategy; SMM tactics; SEO; SEA; SMO; SEM; SMM manager.

Pp. 12 — 17

DOI: 10.24412/2071-3762-2022-8305-12-17
Influence Marketing Tools Inside Marketplaces: Foreign Experience

Sokolyuk Maria Sergeevna, marketing expert Completo, bachelor of the Faculty of Library and Information Activities, Department of Media and Literature of the St. Petersburg State Institute of Culture; Dvortsovaya Embankment, house 2, St. Petersburg, 191186, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is analyzed modern tools of Influence marketing, that are used in the work of Western and European online platforms for sale and purchase of products and services online. The paper proposes a list of means of promoting products within foreign marketplaces identified during the study with the help of social media leaders and active users of marketplaces. This list includes commission programs for influencers; lists of ideas and future purchases; idea lists; social media selections; personal pages with reviews. The originally of the study is presentation current working tools of influence marketing that allow brands within marketplaces to advertise their products based on the influencer’s activities. This paper presents an analysis of the means of influencer marketing specifically within online platforms for the sale of goods and is also innovative for the marketing market of Russian-language marketplaces. This information will help domestic marketplaces to expand their marketing strategies and to grow commercial performance of stores.

Keywords: influence marketing; marketing tools; blogger; online platform; social media; internet marketing; foreign marketing; online advertising.

Pp. 18 – 26

DOI: 10.24412/2071-3762-2022-8305-18-26
Patient Appeals as an Indicator of the Need to Develop a Patient-Centered Approach in Healthcare (Kemerovo Region – Kuzbass)

Tabashnikova Olga Lvovna, Ph.D., associate prof. of I.P. Povarich Department of Management of Institute Economics and Management, Kemerovo State University; ; Stroiteley Boulevard, 47, Kemerovo, 650056, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Badlo Svetlana Vasilyevna, Head of Accounting and Reporting Department – Chief Accountant, Territorial Compulsory Medical Insurance Fund of the Kemerovo Region; Krasnoarmeyskaya str., 136, Kemerovo, Russia, 650000 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The modern health care system of the Russian Federation dictates the need to develop and implement new approaches to the provision of medical care with a focus on the patient. At the 1st National Congress with international participation «National Healthcare 2022», the main directions for improving the Russian healthcare system were outlined, one of which is patient-centricity. The implementation of patient-centered approaches requires the solution of a number of strategic tasks, such as the digital transformation of healthcare, the conduct of population and medical prevention, the introduction of a new medical profile – a tool for meeting the needs of citizens, dispensary observation and a number of others. It is impossible to build an effective patient-centered health care system without relying on their needs. One of the ways to identify the satisfaction of insured persons in the provision of medical care to them is the analysis of appeals. The article analyzes the complaints of patients about the provision of medical care in the territory of the Kemerovo region – Kuzbass over the past decade, reveals the dynamics of changes in the nature of appeals. Measures are proposed that contribute to the effective organization of processes with a focus on the patient both within the medical organization and at the level of institutions-organizers of health care.

Keywords: appeals and complaints of patients; analysis of patients’ appeals; quality of medical care; transition to patient-centeredness.

Pp. 27 – 31

DOI: 10.24412/2071-3762-2022-8305-27-31
Chatbot as а Tool to Increase Website Conversion and the Number of Leads from Potential Customers

Usenko Yaroslav Gennadievich, Director, Travel Company “Russkie kurorty” LLC; 16 Kutuzova str., Kislovodsk, 357700, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the problem of optimizing websites to increase their conversion. The author conducts a comprehensive theoretical analysis, structures the research presented in the scientific literature on the designated topic and describes the methodology of using a chatbot developed by him in this context. States that the solution to the problem of increasing the conversion of the website requires an integrated approach and the use of a variety of techniques and technologies, and the presented author’s methodology is one of the applied tools that can more than double the conversion of a commercial website. The novelty of the research lies in the development of principles and the creation of an effective methodology for using a chatbot to increase website conversion and the number of leads from potential customers. The described author’s methodology will allow business companies to use it in practice in its original form, as well as, based on the basic principles of construction, modify and adapt it to the features of the website.

Keywords: website conversion; chatbot; internet marketing; lead; potential client; chatbot script.

Pp 32 – 38

DOI: 10.24412/2071-3762-2022-8305-32-38
Cognitive Marketing as a Consumer Experience Management Concept: Background, Application, Development Prospects

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University; Kronverksky pr., 49, letter A, 197101, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Petrov Vyacheslav Sergeevich, a student of Faculty of Technological Management and Innovations, ITMO University; Kronverksky pr., 49, letter A, 197101, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In today’s world, increasing competition, increasing consumer requirements for products and services. It becomes important for companies to retain consumer loyalty to the brand, attract new ones and respond in time to emerging changes in demand for a product or service, as well as consumer preferences. Cognitive marketing is a fairly new type of marketing, which consists in the process of social interaction between the seller and the buyer in the market through a joint, mutually beneficial dialogue. The article deals with theoretical and applied aspects of cognitive marketing as a concept of consumer experience management. The purpose of the study was to determine the prospects of using the cognitive approach in managing consumer experience, substantiate its relevance in conditions of unstable environment. The concept of cognitive marketing involves a comprehensive study of the rational and irrational aspects of consumer behavior in order to develop and maintain the most optimal consumer path when interacting with a brand at all stages. This approach as a whole allows you to form a stable and mutually beneficial relationship between the brand and consumers. It also has a positive effect on the competitive position of the brand in the market.The result of the work is based on the conducted research, the study of relevant Russian and foreign scientific literature, as well as applied projects. Complexity in matters of methodology made it possible to identify the prerequisites for the formation of the concept under consideration, to consider the features of its application, and also to assess the prospects. The results obtained allow us to prove the importance of the development of cognitive marketing as a concept of consumer experience management. The identified features of the application can be effectively applied in applied projects, the purpose of which is to improve consumer experience at any stage of interaction with the brand.

Keywords: cognitive marketing experience; experience management; consumer experience; consumer management; concept of cognitive marketing; behavior management; realizable aspects of behavior; irrational aspects of behavior.

Pp. 39 – 49

DOI: 10.24412/2071-3762-2022-8305-39-49
A Model of an Operational Market Monitoring System (Based on the Example of the Bread and Bakery Products Market)

Mikhaylova Veronika Mikhaelovna, candidate of economics, associated Professor of Department of Industry and Project Management, Kuban state technological university; 2, Moskovskaya, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kurenova Daria Gennadiyevna, candidate of philology, associated Professor of the Department of Advertising and Public Relations, Kuban state technological university; 2, Moskovskaya, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Krivosheyevа Ekaterina Vasilyevna, candidate of economics, associated Professor of the Department of Advertising and Public Relations, Kuban state technological university; 2, Moskovskaya, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Aronskaya Anastasiya Andreevna, undergraduate of the Department of Industry and Project Management, Kuban state technological university; 2, Moskovskaya, Krasnodar, 350072, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In a situation of rapidly changing environmental factors and increased uncertainty, enterprises need not just to react to changes, but to anticipate them, to predict, which can be greatly facilitated by the market monitoring system created at the enterprise. All incoming information for market monitoring is divided into external and internal, as well as economic, financial, technical, statistical, commercial, mass and marketing. Automated services help to collect it, and the so–called «human-centric resource» helps to process and analyze it, without which any monitoring makes no sense. The model of the operational market monitoring system developed by the authors on the basis of the bread and bakery products market, which includes six main blocks of necessary information with a description of useful resources and necessary actions, can be useful for business representatives to gain competitive advantages both in this industry and in others.

Keywords: information; market signals; monitoring; automation; human-centered resource; enterprise; efficiency; competitiveness.

Pp. 50 – 56

DOI: 10.24412/2071-3762-2022-8305-50-56
Factors of Fish Products Competitiveness (Frozen Fish)

Barysheva Yulia Igorevna, Post-graduate of Marketing and Trade Department, Vladivostok State University; Gogolya str. 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaev Aleksander Arkadyevich, PhD in economics, Professor of Marketing and Trade Department, Vladivostok State University; Gogolya str. 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

It is stated that in the conditions of the market the buyer chooses a product that is the most attractive in comparison with the products of competitors. The theory of choice of goods in the market (the theory of making a purchasing decision) is presented. The theory of the choice of goods on the market is based on three provisions: 1) each object of trade (goods) is an integrated product of the manufacturer’s activity; 2) the buyer is programmed to choose such an integrated product, the consumption of which will cause him stronger positive feelings (emotions) in comparison with the integrated products of competitors; 3) the feelings (emotions) evoked by this integrated product are indicators of the degree of satisfaction of the dual need of the buyer (we are talking about the need to purchase an integrated product of a certain quality at the lowest price). A survey of 10 experts in the field of consumption of integrated products based on frozen fish was conducted, which revealed 44 of the most important characteristics of such a product.

Keywords: frozen fish; competitiveness; theory of choice of goods in the market.