构建关系营销的营销传播数字化战略:品牌管理的现代解决方案

V. Morokhova, Zhyldyz Batyrbekova, Olena Bondarenko, Tetiana Ustik, Mariia Saiensus, Vitalii Travin
{"title":"构建关系营销的营销传播数字化战略:品牌管理的现代解决方案","authors":"V. Morokhova, Zhyldyz Batyrbekova, Olena Bondarenko, Tetiana Ustik, Mariia Saiensus, Vitalii Travin","doi":"10.37394/232015.2023.19.112","DOIUrl":null,"url":null,"abstract":"The content presented in this article explores the emergence and progression of digital marketing on a global scale. This article aims to elucidate the primary drivers behind the evolution of digital marketing, tracing its origins from the inception of early information transmission technologies to the establishment of high-speed Internet platforms operated by prominent companies and the proliferation of online resources offering diverse products and services. Furthermore, this work encompasses a comprehensive chronicle of the evolutionary trajectory of marketing strategies employed by enterprises for engaging with their consumers and prospective buyers. Within the scope of this article, an overview is provided on the contemporary landscape of digital marketing, highlighting its various forms and their utilization within the scientific and theoretical domain as well as practical applications within a diverse spectrum of companies. Additionally, the article presents empirical research findings on the multifaceted interactions between marketing initiatives and their target audience, employing diverse communication channels and methodologies. Statistical metrics and graphical representations are employed to elucidate the growth and maturation of the digital marketing field, offering insights into industry-specific trends, geographical variations, and the financial investments committed to this evolving domain. This article also delves into various Internet platforms that have significantly influenced the evolution of digital communications within the realm of commerce. The author systematically elucidates the distinctive approaches adopted by these platforms in advancing digital marketing strategies. Moreover, the article underscores the manifold advantages of digital marketing, with particular emphasis on the substantial reduction in transaction costs and the mitigation of governmental regulatory interference in economic activities. This reduction in regulatory influence is attributed to the emergence and consolidation of novel formal and informal protocols governing both domestic and international online transactions. Furthermore, it is observed that the digitalization of trade has hastened the globalization of economic relations, simplifying trade interactions and eradicating geographical boundaries between nations, particularly in the context of promoting branded products. In addition, the author underscores the critical importance of adhering to specific guidelines to gain a competitive edge through the utilization of digital communication technologies and tools. These guidelines encompass comprehensive knowledge about consumer and buyer behavior, analytical processing of sales data, rigorous assessment of key performance indicators against financial expenditures, optimization of return on invested capital and intellectual resources, and the development of a crisis model that encompasses challenges related to the synergy between financial operations, resource allocation, and marketing activities. Methodologically, this study employs a range of research methodologies including historiographic description, comparative analysis, synthesis of information and opinions, forecasting, tabular and graphical data representation, as well as modeling to elucidate strategic objectives and development trajectories.","PeriodicalId":53713,"journal":{"name":"WSEAS Transactions on Environment and Development","volume":"1 8","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Digitalization Strategies for Marketing Communications to Build Relationship Marketing: Modern Solutions in Brand Management\",\"authors\":\"V. Morokhova, Zhyldyz Batyrbekova, Olena Bondarenko, Tetiana Ustik, Mariia Saiensus, Vitalii Travin\",\"doi\":\"10.37394/232015.2023.19.112\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The content presented in this article explores the emergence and progression of digital marketing on a global scale. This article aims to elucidate the primary drivers behind the evolution of digital marketing, tracing its origins from the inception of early information transmission technologies to the establishment of high-speed Internet platforms operated by prominent companies and the proliferation of online resources offering diverse products and services. Furthermore, this work encompasses a comprehensive chronicle of the evolutionary trajectory of marketing strategies employed by enterprises for engaging with their consumers and prospective buyers. Within the scope of this article, an overview is provided on the contemporary landscape of digital marketing, highlighting its various forms and their utilization within the scientific and theoretical domain as well as practical applications within a diverse spectrum of companies. Additionally, the article presents empirical research findings on the multifaceted interactions between marketing initiatives and their target audience, employing diverse communication channels and methodologies. Statistical metrics and graphical representations are employed to elucidate the growth and maturation of the digital marketing field, offering insights into industry-specific trends, geographical variations, and the financial investments committed to this evolving domain. This article also delves into various Internet platforms that have significantly influenced the evolution of digital communications within the realm of commerce. The author systematically elucidates the distinctive approaches adopted by these platforms in advancing digital marketing strategies. Moreover, the article underscores the manifold advantages of digital marketing, with particular emphasis on the substantial reduction in transaction costs and the mitigation of governmental regulatory interference in economic activities. This reduction in regulatory influence is attributed to the emergence and consolidation of novel formal and informal protocols governing both domestic and international online transactions. Furthermore, it is observed that the digitalization of trade has hastened the globalization of economic relations, simplifying trade interactions and eradicating geographical boundaries between nations, particularly in the context of promoting branded products. In addition, the author underscores the critical importance of adhering to specific guidelines to gain a competitive edge through the utilization of digital communication technologies and tools. These guidelines encompass comprehensive knowledge about consumer and buyer behavior, analytical processing of sales data, rigorous assessment of key performance indicators against financial expenditures, optimization of return on invested capital and intellectual resources, and the development of a crisis model that encompasses challenges related to the synergy between financial operations, resource allocation, and marketing activities. Methodologically, this study employs a range of research methodologies including historiographic description, comparative analysis, synthesis of information and opinions, forecasting, tabular and graphical data representation, as well as modeling to elucidate strategic objectives and development trajectories.\",\"PeriodicalId\":53713,\"journal\":{\"name\":\"WSEAS Transactions on Environment and Development\",\"volume\":\"1 8\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-12-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"WSEAS Transactions on Environment and Development\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.37394/232015.2023.19.112\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"WSEAS Transactions on Environment and Development","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37394/232015.2023.19.112","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0

摘要

本文介绍的内容探讨了数字营销在全球范围内的出现和发展。本文旨在阐明数字营销演变背后的主要驱动力,追溯其起源,从早期信息传输技术的诞生,到知名企业运营的高速互联网平台的建立,以及提供各种产品和服务的在线资源的激增。此外,这部著作还全面记录了企业为与消费者和潜在买家建立联系而采用的营销战略的演变轨迹。本文概述了当代数字营销的现状,重点介绍了数字营销的各种形式及其在科学和理论领域的应用,以及在不同企业中的实际应用。此外,文章还介绍了营销活动与其目标受众之间多方面互动的实证研究成果,并采用了不同的传播渠道和方法。文章采用了统计指标和图表来阐释数字营销领域的发展和成熟,深入分析了特定行业的发展趋势、地域差异以及对这一不断发展的领域所投入的资金。本文还深入探讨了对商业领域数字通信的发展产生重大影响的各种互联网平台。作者系统地阐明了这些平台在推进数字营销战略时所采用的独特方法。此外,文章还强调了数字营销的多方面优势,特别强调了交易成本的大幅降低和政府对经济活动监管干预的减少。监管影响的减少归功于管理国内和国际在线交易的新型正式和非正式协议的出现和巩固。此外,作者还指出,贸易数字化加速了经济关系的全球化,简化了贸易互动,消除了国家之间的地理界限,尤其是在推广品牌产品方面。此外,作者还强调了遵守具体准则的极端重要性,以便通过利用数字通信技术和工具获得竞争优势。这些指导方针包括全面了解消费者和购买者的行为、分析处理销售数据、对照财务支出严格评估关键绩效指标、优化投资资本和智力资源的回报率,以及开发一个危机模型,该模型涵盖了与财务运作、资源分配和营销活动之间的协同作用有关的挑战。在研究方法上,本研究采用了一系列研究方法,包括历史描述、比较分析、信息和观点综合、预测、表格和图形数据表示以及建模,以阐明战略目标和发展轨迹。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Digitalization Strategies for Marketing Communications to Build Relationship Marketing: Modern Solutions in Brand Management
The content presented in this article explores the emergence and progression of digital marketing on a global scale. This article aims to elucidate the primary drivers behind the evolution of digital marketing, tracing its origins from the inception of early information transmission technologies to the establishment of high-speed Internet platforms operated by prominent companies and the proliferation of online resources offering diverse products and services. Furthermore, this work encompasses a comprehensive chronicle of the evolutionary trajectory of marketing strategies employed by enterprises for engaging with their consumers and prospective buyers. Within the scope of this article, an overview is provided on the contemporary landscape of digital marketing, highlighting its various forms and their utilization within the scientific and theoretical domain as well as practical applications within a diverse spectrum of companies. Additionally, the article presents empirical research findings on the multifaceted interactions between marketing initiatives and their target audience, employing diverse communication channels and methodologies. Statistical metrics and graphical representations are employed to elucidate the growth and maturation of the digital marketing field, offering insights into industry-specific trends, geographical variations, and the financial investments committed to this evolving domain. This article also delves into various Internet platforms that have significantly influenced the evolution of digital communications within the realm of commerce. The author systematically elucidates the distinctive approaches adopted by these platforms in advancing digital marketing strategies. Moreover, the article underscores the manifold advantages of digital marketing, with particular emphasis on the substantial reduction in transaction costs and the mitigation of governmental regulatory interference in economic activities. This reduction in regulatory influence is attributed to the emergence and consolidation of novel formal and informal protocols governing both domestic and international online transactions. Furthermore, it is observed that the digitalization of trade has hastened the globalization of economic relations, simplifying trade interactions and eradicating geographical boundaries between nations, particularly in the context of promoting branded products. In addition, the author underscores the critical importance of adhering to specific guidelines to gain a competitive edge through the utilization of digital communication technologies and tools. These guidelines encompass comprehensive knowledge about consumer and buyer behavior, analytical processing of sales data, rigorous assessment of key performance indicators against financial expenditures, optimization of return on invested capital and intellectual resources, and the development of a crisis model that encompasses challenges related to the synergy between financial operations, resource allocation, and marketing activities. Methodologically, this study employs a range of research methodologies including historiographic description, comparative analysis, synthesis of information and opinions, forecasting, tabular and graphical data representation, as well as modeling to elucidate strategic objectives and development trajectories.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
1.90
自引率
0.00%
发文量
118
期刊介绍: WSEAS Transactions on Environment and Development publishes original research papers relating to the studying of environmental sciences. We aim to bring important work to a wide international audience and therefore only publish papers of exceptional scientific value that advance our understanding of these particular areas. The research presented must transcend the limits of case studies, while both experimental and theoretical studies are accepted. It is a multi-disciplinary journal and therefore its content mirrors the diverse interests and approaches of scholars involved with sustainable development, climate change, natural hazards, renewable energy systems and related areas. We also welcome scholarly contributions from officials with government agencies, international agencies, and non-governmental organizations.
期刊最新文献
Construction of an Evaluation Model of Traditional Culture Perception based on Geographic Environment Differences Integrating UAV Photogrammetry and Terrestrial Laser Scanning for the 3D surveying of the Fortress of Bashtova Improvement of the Sand Quality by Applying Microorganism-induced Calcium Carbonate Precipitation to Reduce Cement Usage Relationship between Climate Change and Business Risk: Strategies for Adaptation and Mitigation: Evidence from a Mediterranean Country Community-based Sustainable Ecotourism at Tangkahan Tourism Destination, Langkat Regency
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1