Please use this identifier to cite or link to this item:
https://er.knutd.edu.ua/handle/123456789/17692
Title: | Digitalization of marketing communications |
Authors: | Yevseitseva, Olena Shkut, D. |
Keywords: | marketing communication system advertising sales promotion PR personal sales SEO SMM website |
Issue Date: | 2020 |
Citation: | Yevseitseva O. Digitalization of marketing communications / O. Yevseitseva, D. Shkut // Evropský časopis ekonomiky a managementu. – 2020. – Svazek 6, 4 vydání. – P. 104-108. |
Source: | Evropský časopis ekonomiky a managementu European Journal of Economics and Management |
Abstract: | This article deals with the problem of adaptation of the basic model of marketing communications of F. Kotler to the modern digital environment. Modern methods of marketing on the Internet have been studied: searching, context advertising, banners, teasers, advertising in social networks, collaboration with opinion leaders, demo-versions of products, mass mailings. Aims and tasks of facilities of marketing communications and expediency of their adaptation for the use in a digital environment have been determined. The sequence of transfer of communications from offline environment to online environment is proposed. Based on this research, the author proposes to use QR codes on physical advertising media in combination with additional stimulation. |
DOI: | 10.46340/eujem.2020.6.4.14 |
URI: | https://er.knutd.edu.ua/handle/123456789/17692 |
Faculty: | Факультет економіки та бізнесу |
Department: | Кафедра маркетингу та комунікаційного дизайну |
ISSN: | 2533-4794 (Print) 2533-4808 (Online) |
Appears in Collections: | Наукові публікації (статті) Кафедра маркетингу та комунікаційного дизайну (МКД) |
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20210520_303.pdf | 247,75 kB | Adobe PDF | View/Open |
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