Financial Justification for the Use of Innovative Digital Marketing Tools DOI Creative Commons
Yuliia Tataryntseva, Oleksandr Manoylenko, Nataliia Shmatko

et al.

Marketing and Management of Innovations, Journal Year: 2024, Volume and Issue: 15(3), P. 127 - 140

Published: Jan. 1, 2024

This article presents a comprehensive study aimed at analysing the impact of innovative digital marketing tools on promotion dairy products. is relevant because rapid dynamics environment and need for enterprises to adapt new trends. The investigates feasibility using in accordance with segments target audience basis definition their values. main problem lack scientific justification choice potential audiences, as well analysis costs. hypothesis that, values consumer groups, costs, it possible select most tools. purpose justify use values, costs financial statements. methodology included cluster ratios. One key stages was audience, which allowed us identify different needs Three clusters audiences industry were identified, corresponding customers substantiated, recommendations identifying proposed, taking into account enterprise. coefficients making informed management decisions are allocated. By these coefficients, an enterprise can assess its capabilities make decision how invest allows about investing marketing, minimizing risk increasing chances successful implementation strategies. significantly adds body knowledge field by offering scientifically based approach selection value practical application research results lies ability promote products online thorough tools, reducing risk. creates further particularly context integration behaviour.

Language: Английский

Neuromarketing as a Mechanism of Communication with the Consumer: The Case for Small Business DOI Creative Commons
Olena Chygryn, Kateryna Shevchenko,

Oleh Tuliakov

et al.

Marketing and Management of Innovations, Journal Year: 2024, Volume and Issue: 15(2), P. 26 - 38

Published: Jan. 1, 2024

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us obtain objective data on perceptions of advertising, websites, product packaging, etc. This article devoted studying the structural content environment marketing category advertised materials via eye-tracking method. The analysis publishing activity topic carried out with help Scopus tools VOSviewer toolkit showed trend increasing interest from scientific community in use neurotechniques technologies study since 2004. results have shown growing scientists detailed product, brand, site, advertisement, further conclusions regarding their preferences priorities. work revealed that field neuromarketing, there are methods can be conditionally divided into those register brain (neurological) outside (biometric). characteristics these make it possible choose most appropriate method evaluating consumers’ posters. Pupil Labs Invisible mobile eyetracker was used as main research. According two stages experiment, heatmaps were obtained, which described by key metrics study: fixations points view, heatmaps, areas interest, time spent. With research, profitable designs posters consumers determined. influence different colors combinations potential analysed. As result, conclusion made optimal placement such elements poster logo, price, colour range presented fonts application obtained information about how perceive visual stimuli, which, future, will basis perfecting communication strategies target audience consumers.

Language: Английский

Citations

3
THE IMPACT OF SOCIAL MEDIA ON CONSUMERS: ANALYSIS OF TRENDS AND MARKETING STRATEGIES DOI Creative Commons
Наталія Назаренко,

Yelyzaveta Krytsun

Social Economics, Journal Year: 2024, Volume and Issue: 67, P. 124 - 135

Published: June 30, 2024

This scientific article offers a comprehensive analysis of the impact social media on consumers in modern world. By illuminating various aspects this phenomenon, it explores relationship between activity and consumer practices. The authors focus influence shaping preferences, decision-making processes regarding purchases, formation perceptions about brands products. analyzes theoretical approaches concepts related to topic, encompassing psychological, sociological, marketing aspects. research is based an extensive current data literature field. results confirm significant practices brand perception, underscoring importance studying issue for business development. allows understanding trends communication developing strategies effective use contemporary environment, contributing development innovative audience interaction. study also focuses identity behavior. It highlights mechanisms through which affect self-perception one’s place society, as well consumption goods services. analyze how serve platforms norms values, interaction with brands. Additionally, thoroughly examines tools methods media. effectiveness promoting services media, including creation video content, advertising campaigns, influential personalities ambassadors. Significant attention paid analyzing targeted reveal issues networks, will help businesses channel promote their Considering rapid digital technologies growing networks further investigation area crucial support successful commercial activities enterprises.

Language: Английский

Citations

0
The labor market of Ukraine: challenges, trends, and business adaptation DOI
Roman Chupandin

Published: Jan. 1, 2024

The full-scale invasion of Ukraine has significantly disrupted the country’s labor market, causing substantial shifts in workforce availability due to migration, military mobilization, and economic instability. These disruptions have created severe shortages, posing challenges for business continuity recovery. This study examines evolving market trends Ukraine, businesses face, adaptive strategies they can employ sustain operations drive long-term resilience. research utilizes open-source data, including statistics from United Nations Opendatabot, assess number people who left changes active personnel, fluctuations working-age population before after invasion. A quantitative estimation remaining force is provided illustrate extent shortages. also incorporates official statements policymakers representatives contextualize dynamics. empirical analysis reveals a significant contraction force, with portion either leaving country or being engaged national defense efforts. demand skilled unskilled increasing, prompting seek new adaptation. findings highlight that companies partially mitigate shortages through implementation modern digital communication tools, employee reskilling programs, structured onboarding processes workers. results underscore urgent need adjust their human resource address ensure operational stability. Policies promoting flexible employment, integration, targeted vocational training enhance provides actionable recommendations enterprises across various sectors, emphasizing role management sustaining Ukraine’s recovery amid ongoing conflict.

Language: Английский

Citations

0
Approaches for the companies’ promotion in the modern business environment DOI Open Access

Valentin Kovalev,

Євген Нейман,

Maksym Dubovenko

et al.

Vìsnik Sumsʹkogo deržavnogo unìversitetu, Journal Year: 2024, Volume and Issue: 2024(1), P. 60 - 70

Published: Jan. 1, 2024

In today's competitive market, promoting goods and services online is crucial to most companies' business strategies. Therefore, it's essential understand systematise digital marketing tools' principles, advantages, disadvantages optimize strategies effectively. These tools allow businesses adapt market changes quickly, ensuring efficient use of the advertising budget high returns on investment. Additionally, Internet enables creation personalised approaches customer interaction, boosting their loyalty satisfaction. marketing, or includes all activities via Internet. It involves using various channels platforms interact with target audience increase brand awareness, sales, loyalty. This article examines unique aspects how optimise application. By analysing theoretical practical principles modern tools, study categorises benefits drawbacks techniques. The paper analysed dynamic growth users worldwide in Ukraine. driving development Brands are actively implementing technologies, such as SEO, SMM, content contextual email reach audience. primary examined include Search engine optimisation (SEO), Content Social media (SMM), Contextual (PPC), Email Video Mobile Influencer marketing. authors stress importance artificial intelligence personalise campaigns' audiences. Automation allows companies plan execute campaigns advance, management time resources, particularly for large extensive networks. concluded that technologies based automation key successful promotion, competitiveness efficiency face constant change.

Language: Английский

Citations

0
STUDY OF THE DIGITAL MARKETING FEATURES: CURRENT TRENDS AND OPTIMIZATION PROSPECTS DOI Creative Commons

Валентин Ковальов,

Євген Нейман,

Максим Дубовенко

et al.

Економіка та суспільство, Journal Year: 2024, Volume and Issue: 63

Published: May 27, 2024

In today's conditions of market competition, promoting goods and services in the Internet environment is an integral part business strategy most companies. Given this, it important to study systematise principles, advantages disadvantages using digital marketing tools optimise implementation strategies. The purpose article peculiarities context ensuring optimisation their use. authors have systematised for SEO search engine optimisation, content marketing, SMM, contextual advertising, email video mobile influencer marketing. Modern approaches allow companies interact effectively with audience, increase engagement achieve goals.

Language: Английский

Citations

0
Financial Justification for the Use of Innovative Digital Marketing Tools DOI Creative Commons
Yuliia Tataryntseva, Oleksandr Manoylenko, Nataliia Shmatko

et al.

Marketing and Management of Innovations, Journal Year: 2024, Volume and Issue: 15(3), P. 127 - 140

Published: Jan. 1, 2024

This article presents a comprehensive study aimed at analysing the impact of innovative digital marketing tools on promotion dairy products. is relevant because rapid dynamics environment and need for enterprises to adapt new trends. The investigates feasibility using in accordance with segments target audience basis definition their values. main problem lack scientific justification choice potential audiences, as well analysis costs. hypothesis that, values consumer groups, costs, it possible select most tools. purpose justify use values, costs financial statements. methodology included cluster ratios. One key stages was audience, which allowed us identify different needs Three clusters audiences industry were identified, corresponding customers substantiated, recommendations identifying proposed, taking into account enterprise. coefficients making informed management decisions are allocated. By these coefficients, an enterprise can assess its capabilities make decision how invest allows about investing marketing, minimizing risk increasing chances successful implementation strategies. significantly adds body knowledge field by offering scientifically based approach selection value practical application research results lies ability promote products online thorough tools, reducing risk. creates further particularly context integration behaviour.

Language: Английский

Citations

0