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Pp. 4-10
UDC 339.138
DOI: 10.24412/2071-3762-2023-12318-4-10
https://orcid.org/0000-0003-3980-6856The article is devoted to the study of the role and significance of neural networks and artificial intelligence (AI) in the promotion of the company on the B2C market. The concepts of «artificial intelligence», «neural network», operation principles and application areas of the considered technologies in marketing communications are commented. The companies that have developed the most famous neural networks in Russia and the world are listed, as well as the possibilities of neural networks today. Some cases of AI implementation in marketing campaigns of organizations are analyzed and the practical significance of AI integration in marketing communications is shown. Digital automation is characterized as the main trend of neural networks development in marketing. The scientific novelty of the research is to study the practical benefits of integrating neural networks and AI into a company’s marketing communications.
Keywords: neural networks; artificial intelligence; machine learning; integration; marketing; communications; tool; digital automation.
Pp. 11-15
DOI: 10.24412/2071-3762-2023-12318-11-15
Applying Marketing Tools on the Passenger Transportation Market
The authors analyze the specific features of the service provided in the sphere of passenger transport and the results of these features influence on the process of implementation of appropriate marketing tools in the framework of competition between carriers by transport types, routes and assortment of the service packages provided. Services in the sphere of passenger transportation are intangible; they are inextricably linked to the producer or consumer of services, and have the characteristics of quality indicators impermanence, non-preservation, lack of ownership of the result. The interrelation of these features forms a system of specific principles and the main functions of marketing activity in the sphere of urban passenger transport that are considered by the authors within the framework of this paper in detail.
Keywords: passenger transportation marketing; marketing activity in the sphere of urban passenger transportation; passenger transportation market; consumer orientation; integrated marketing communications.
Pp. 16-19
UDC 339.37
DOI: 10.24412/2071-3762-2023-12318-16-19
In the conditions of constant changes and development of technologies, companies have to look for new ways to attract the attention of consumers. The article presents the results of approbation of the author’s methodology of trade business development with the help of geo- and neuromarketing tools on the example of the Korean cosmetics store in Belgorod. The paper shows the economic results of GeMi program application in choosing a place for launching a new business, which reduced the input investment costs by 15% due to rent optimization. The possibilities of search eye-tracking research for planning the internal space of the store and increasing the average check by 12.5% are described.
Keywords: geomarketing; neuromarketing; retail business; market research; case study; Korean cosmetics.
Pp. 20-25
UDC 349.138
DOI: 10.24412/2071-3762-2023-12318-20-25
httрs://orсid.org/0000-0002-1744-2468The paper considers the gnosiological foundations of modern tourism marketing and its problem-thematic branch - educational tourism or market activities related to the mastering competencies and skills, the acquisition of which is possible only on the travel basis. Modern educational tourism is on the way to positioning as a market attribute for the gradual post-industrial transit of the economy, which requires its comprehensive and timely provision with marketing approaches and tools. In this context, higher education institutions acquire new functions by expanding their heuristic, bringing-up and educational tasks. The transformation of their functional role and their entry into the market of tourist services as a generator and mediator of tourist product determines the development of the educational tourism service concept. At the same time, most universities still see their role exclusively in the traditional market of educational services. The results of the article can be used in the future by institutional research structures and individual analyst-experts in the development of the theory and instrumental-methodological apparatus of marketing collateral of the tourist goods and services markets.
Keywords: service markets marketing; educational tourism marketing; marketing collateral; marketing analysis; marketing mechanism.
Pp. 26-33
UDC 339.138
DOI: 10.24412/2071-3762-2023-12318-26-33
https://orcid.org/0000-0003-4147-6622The paper proposes a new approach to the formation of brand content strategy based on the knowledge ecosystem concept that implies the synthesis and synergy of brand knowledge management and consumer experience in interaction with the brand. The «Knowledge Pyramid» model acts as a tool for designing brand communications with target audiences at four levels: data, information, knowledge and meta-knowledge. This approach allows building a close relationship between the brand and its target audiences, going from simple broadcasting of information messages to joint generation of meanings through emotional and cognitive involvement of consumers and creating a basis for them to live a sensory experience in connection with the brand. Consumer experience management in this paradigm is about building a relationship with the brand where the consumer can go from being a «customer» to being a «co-creator of ideas» and a «co-actor». The content strategy based on this approach aims to support this purposeful track in brand communications.
Keywords: branding; brand communications; content marketing; content strategy; knowledge ecosystem; consumer experience management; co-creation; community marketing.
Pp. 34-39
UDC 339.138
DOI: 10.24412/2071-3762-2023-12318-34-39
In the modern world, a person’s feeling of lack of knowledge takes a specific form in accordance with the cultural level of society development and represents a need for education, which can be identified and satisfied by an educational institution while providing educational services. Culture is one of the driving forces that determines consumer behavior. The subject of the study is the assessment of the culture model influence on the additional education services choice by Russian and Chinese youth. The study identifies differences in the behavior of Russian and Chinese youth in the market of additional education services due to cultural characteristics. The results of the study will be useful for companies to design additional education programs.
Keywords: cultural model; youth audiences; educational services.
Pp. 40-45
UDC 339.138
DOI: 10.24412/2071-3762-2023-12318-40-45
The article examines the transformative impact of the growing mobile audience on the global and Russian digital marketing landscape. The article analyzes transition to «mobile consumption», highlights its business ramifications and marketing practices. The author explains the significant shift in advertising strategies caused by the mobile devices dominance that requires ads designed for limited screen space and less concentration of mobile users’ attention. This includes an examination of the challenges encountered, changes made, and examples of successful mobile-centric campaigns. The article concludes with a holistic view of the mobile devices impact on digital marketing, emphasizing the need for businesses to remain adaptive and flexible in this ever-changing digital landscape, stressing that embracing these changes will be the key to thriving in this increasingly mobile world.
Keywords: mobile Internet; digital marketing; advertising strategies; technological advances.
Pp. 46-51
UDC: 659
DOI: 10.24412/2071-3762-2023-12318-46-51
The advertising campaign effectiveness depends on many factors, among them the creativity plays an important role. The article considers the psychological aspects that influence how creativity in advertising affects the target audience. The studies show that creative elements in advertising, making it more unique and interesting, are able to attract attention, evoke positive emotions and memorization among consumers. Psychological mechanisms, such as emotional impact, humor, non-standard approaches to presenting a product or service, can create strong connections between the brand and the customer, increase consumer motivation to purchase the product or service, have a significant impact on forming positive associations with the brand, which in turn helps to increase sales and customer retention. The article emphasizes the importance of creative aspects in advertising based on psychological principles and how they can improve the advertising campaign effectiveness by attracting and persuading consumers.
Keywords: consumer psychology; advertising; creativity; behavior matrix; factors influencing purchases.
Pp. 52-57
UDC: 339.138
DOI: 10.24412/2071-3762-2023-12318-52-57
The article discusses the processes that are basic for strategic marketing planning. Starting from a holistic comprehension of the strategic marketing importance in the modern business context, the path of the market actor is studied: from the definition of the company’s goals to their effective achievement. It is noted that external analysis (PESTEL) provides a holistic view of market dynamics, the competitive environment, the psychological aspect of consumers and new technological trends. The importance of market analysis that goes beyond mere statistics is emphasized. SWOT analysis is positioned as a fundamental tool for introspective evaluation, while the inclusion of modern frameworks such as OGSM (Objective-Goals-Strategies-Measures) and OKR (Objectives and Key Results) is endorsed to enrich strategy formulation. At the heart of the discourse is the rationale for moving from goal setting to strategy formulation. The research emphasizes the need for SMART goals - specific, measurable, achievable, relevant and time-bound. The importance of continuous monitoring based on real-time key performance indicators and repeatable strategies is emphasized in a rapidly changing market environment. In conclusion, the strategic marketing is not viewed as a static event, but as a dynamic, constantly evolving process that encourages companies to use adaptability and foresight in their strategic endeavors.
Keywords: strategic marketing; company goals; PESTEL; market analysis; SWOT goals; OGSM; OKR; SMART goals; strategy formulation; key performance indicators.
Pp. 58-63
UDC 339.3
DOI: 10.24412/2071-3762-2023-12318-58-63
Both theoretical factors and external factors influencing consumer behavior in Russia are considered. Russian behavior pattern of change in the context of the impact of sanctions is analyzed. Differences in consumer behavior under the influence of the sanctions of 2014 and 2022, as well as the impact of the COVID-19 pandemic have been identified and specified. The trends in the current model of consumer behavior significant for manufacturing companies and retail chains at Russian market are outlined.
Keywords: consumer behavior; retail chains; Internet commerce; sanctions.
Pp. 64-70
УДК 339.138
DOI: 10.24412/2071-3762-2023-12318-64-70
https://orcid.org/0009-0004-1597-8535 The article aims to analyse music in multimodal marketplace advertising, providing a new research perspective. It emphasises the significant role of music in the perception of advertising, despite its background nature in marketplaces. The analysis presents musical characteristics specific to marketplace music, revealing the relevance of neural network recommendations in marketplace practices. This opens up new possibilities for automating the process of creating adverts in marketplaces. Practical analyses show effective strategies for creating music for marketplaces, as most of the ads fulfil all aspects of musical congruence (consistency with the message, product and target audience). Common marketplace advertising tools include in-house and third-party compositions, remakes/cover versions, voice-overs, character dialogues and activity sounds.
Keywords: audio branding; multimodal advertising; music; marketplace; musical congruence; neural network; advertising perception.
Pp. 71-76
UDC 339.137.2
DOI: 10.24412/2071-3762-2023-12318-71-76
https://orcid.org/0009-0005-8397-5130The article presents different scientific approaches to the concept definition of «competitiveness». It is revealed that having a multilevel character, competitiveness is studied differentially in the context of the country, region, industry, enterprise and product. The stages of studying the concept of «competitiveness» are highlighted: the theory of comparative advantage, the theory of equilibrium, the theory of effective competition, strategic competitiveness.
Keywords: competitiveness; competitive advantages; market; competition.
Pp. 77-80
UDC 339.138
DOI: 10.24412/2071-3762-2023-12318-77-80
Nowadays there is a change in all spheres of life due to the rapid growth rate of technology. The Artificial Intelligence (AI) is of interest because it is introduced into all spheres of business due to its abilities. This is conditioned by the fact that by using AI to solve «routine» tasks, it becomes possible to focus on more important tasks. The execution of monotonous, repetitive processes can now really be entrusted to AI, because, having been trained on real examples, being supported by the necessary databases, it can independently make decisions. The purpose of the paper is to describe the reality and prospects of AI in product promotion. The main marketing tools of AI are considered and the experience of companies that have implemented artificial intelligence in their marketing activities is studied for this purpose.
Keywords: artificial intelligence; marketing; machine learning; AI shortcomings; AI capabilities; AI marketing tools.