Pp. 3-8

UDC 339.138
DOI: 10.24412/2071-3762-2023-10316-3-8

Economic misery dictates to business its own rules of the game. In such periods, tasks related to setting up successful advertising campaigns, attracting customers and increasing the market players income become more relevant. This is directly linked to the widespread integration of information technologies and the transition of modern companies to e-marketing. The main purpose of the article is to study issues connected to lead generation and sales funnels - an effective analytical tool that helps to understand where target visitors come from. The ways for improving the funnel principle used in analyzing the key business processes of the enterprise are considered. This information will help to optimize advertising and business promotion costs. Resulting from the paper, the analysis on the main mistakes of advertising campaigns and the main components of successful advertising cases is made, the architecture of the product portfolio on the basis of CJM is developed, and the main marketing tools applied at each stage of the buyer’s journey are described. The scientific value of the paper consists in the attempt to systematize knowledge regarding the formation of instructions and recommendations for the effective use of lead generation channels on the buyer’s journey to the product.

Keywords: advertising campaigns; marketing tools; lead generation channel; sales funnel; buyer’s journey.

Pp. 9-15

UDC 339.138.
DOI: 10.24412/2071-3762-2023-10316-9-15

In modern conditions of some limitations on travel abroad there is a task of development of national tourism and recreational areas. The hotel industry in Russia is at the stage of transition to new global requirements. Creation of national hotel chains or repositioning of existing ones implies the use of advanced marketing technologies, including neuromarketing, i.e. marketing based on the results of numerous studies of hidden consumers’ desires, basic needs, emotions and feelings (sensory marketing). Using sensory marketing mechanisms in brand positioning is especially effective for the hotel industry, since the senses are directly related to human memory, and the information about the hotel and vacation memorized by the consumer is likely to influence the hotel selection decision in the future. Application of neuromarketing technologies (in particular, aroma and audio marketing) in the sphere of tourism and service can increase profits and competitiveness, reduce lost profits, attract new customers and change the attitude of consumers to hotels and the region where they operate.

Keywords: brand; neuromarketing; neurobranding; sensory marketing; hotel business; competitiveness; positioning; audio marketing; aroma marketing.

Pp. 16-22

UDC 339.138.
DOI: 10.24412/2071-3762-2023-10316-16-22

The article studies the main emerged trends in the purchasing behavior of Russians in comparison with the global ones. These trends are interpreted taking into account inflation expectations, consumer confidence index, economic and social attitudes. Conclusions are drawn about the demand for the «savings model» and the desire to postpone expensive purchases «until better times», switching to goods with discounts, participation in sales on a regular basis, the choice of local manufacturers’ products, active purchase of goods on marketplaces, which, in general, indicates the choice rationalization. At the same time, the interest is revealed to search for positive emotions in the format of struggle against negative information agenda and chronic stress that stimulates impulse purchases. This should be taken into account by commodity producers when building relationships with consumers, competently integrating this trend into the general format, indicating a rational choice.

Keywords: consumer behavior; rational choice; tendencies; consumers; stress management; trends.

Pp. 23-28

UDC 339.13
DOI: 10.24412/2071-3762-2023-10316-23-28

Kublin Igor Mikhailovich, Doctor of Economics, Professor at Economics and Marketing Department, Yuri Gagarin State Technical University of Saratov; 77 Politekhnicheskaya St., Saratov, Russia, 410054 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

httрs://orсid.org/0000-0002-1744-2468There is a huge number of conceptual approaches to strategic management of a market subject: systemic; complex; situational; integrative; normative; dynamic; quantitative and others. This paper presents the marketing approach, the use of which is necessary due to the increased power of competition. Marketing approach to strategic enterprise management is a managerial process of establishing a balance between strategic marketing objectives and strategic potential of the enterprise. It is necessary for a business to grow and develop, to increase profits, so that its actions are not spontaneous and chaotic. Strategic marketing is necessary for both large and small businesses - the difference will only be in budgets. The paper analyzes the main tasks of the strategic planning in marketing, types of the strategic marketing, tools used in the strategic marketing, stages of the marketing strategy development, as well as limitations and errors in the strategic marketing.

Keywords: strategic planning; strategic marketing; competition; enterprise potential; strategic vision.

Pp. 29-35

UDC 339.13
DOI: 10.24412/2071-3762-2023-10316-29-35

This article explores the complex interaction between marketing strategies and regulatory frameworks in regulated industries covering sectors such as healthcare, finance, telecommunications, and the tobacco and alcohol industries. Faced with regulations aimed at ensuring public safety, maintaining competition, and protecting consumer rights, marketing professionals encounter unique challenges that set them apart from their counterparts in unregulated sectors. Such challenges are systematically addressed, including communication and content restrictions, the need for increased transparency, and the ever-changing nature of the legal and regulatory framework. The article discusses the need for continuing education and cross-departmental collaboration, especially between marketing and legal departments, to ensure compliance and efficiency. It also explores how companies use digital platforms and real-time monitoring tools. Technological advances such as artificial intelligence, blockchain, augmented reality and virtual reality are examined in terms of both their opportunities and complexities, requiring a nuanced understanding to integrate them ethically into marketing initiatives. Particularly in sectors such as the tobacco industry, the increased role of ethical and educational communication strategies is emphasized. It is argued that the way forward for marketing in these regulated areas is to view regulations not as obstacles but as guidelines that can facilitate ethical and effective communication strategies. By combining creativity with caution, proactivity with adaptability, and expertise with collaboration, businesses can effectively navigate the regulatory environment to interact with its target audience.

Keywords: regulated industries; marketing strategies; legal and regulatory framework; communication constraints; content constraints; digital platforms; CRM; artificial intelligence; blockchain; augmented reality; virtual reality; ethical communication.

Pp. 36-41

UDC 339.138
DOI: 10.24412/2071-3762-2023-10316-36-41

The article is devoted to the study of the current state and prospects of using short videos for business marketing purposes. The concept and features of short videos in social networks are defined. Perspective formats, trends and scenarios of short video application for marketing purposes of business are specified. A comparative efficiency analysis of marketing functions realization is carried out for maintaining a corporate account and applying advertising on third-party accounts. The risks of Internet marketing in social networks by means of short videos are emphasized: linking the audience to the presenter and association of the company with him, negative reactions to the content, dependence on the social network. The main types of content in short videos (topics) and their prospects from the point of view of marketing are formulated based on the results of the study. Applied value of the study is associated with the possibility of using the results obtained in the practice of a marketer.

Keywords: promotion in social networks; short videos; shorts; clips; marketing in short videos; Internet marketing; corporate blog; business account in a social network; audience loyalty; communication with the audience.

Pp. 42-49

UDC 339.13
DOI: 10.24412/2071-3762-2023-10316-42-49

This article presents a comprehensive study of modern telemarketing communication tools, primarily focusing on a comparative evaluation of robotic calls and operator calls. Against the backdrop of global industries struggling with the complexities of digital transformation, the telemarketing field reflects this evolution by continuously pursuing optimized customer interaction strategies. The main objective of this study is to provide organizations with information that will help them navigate the changing telemarketing landscape and achieve effective customer service and efficient customer interactions. The article begins with explaining the fundamentals inherent in both modes of communication, identifying their respective advantages and disadvantages. A comparative analysis identifies the cost effectiveness, engagement potential and adaptability inherent in each approach. The conclusion emphasizes the importance of using the strengths of both methods in an integrated manner.

Keywords: telemarketing; audience segmentation; robotic calls; operator interaction; technological adaptability; communication channels.

Pp. 50-52

UDC 339.13
DOI: 10.24412/2071-3762-2023-10316-50-52

An integral and irreplaceable part of the economic infrastructure of any state is without exaggeration the transport intended for regular transportation of passengers and cargo from one geographical location to another. The best consumers’ satisfaction of transport services is achieved by using the transport marketing tools that in turn provide an increase in profits of transport enterprises. This paper studies the marketing activities features inherent in the railway transportation industry. The purpose of the study is to review the experience of JSC «Russian Railways» in the marketing initiatives implementation.

Keywords: transport marketing; passenger transportation; freight transportation; railway marketing; JSC «Russian Railways».