Інноваційні рішення у системі маркетингових комунікацій підприємства

Abstract

Встановлена доцільність використання новітніх інноваційних рішень у системі маркетингових комунікацій підприємства. Розглянуто основні різновиди інноваційних маркетингових комунікацій у напрямку реалізації сучасних маркетингових концепцій. Визначено переваги та недоліки окремих концепцій маркетингу, які найбільше впливають на систему просування товарів підприємства. Особливу увагу приділено засобам Інтернет-маркетингу та перспективам його використання в Україні. Подано характеристику інструментів психологічного впливу на споживача у системі просування товарів на ринку. The successful development of enterprises in the market is associated with the use of their innovations. The necessity of using the latest innovative solutions in the system of marketing communications company is established. The main types of innovative communications towards implementing modern marketing concepts are considered. The advantages and disadvantages of individual marketing concepts, which have a major impact on the promotion of enterprise products such as Internet marketing, mobile marketing, neuromarketing and marketing 3.0 are determined. Particular attention is paid to the means of online marketing as a sales channel and promotion of products such as corporate site registration site in catalogs and search engines, sites companions, contextual advertising, media advertising, advertising on widgets, product placement in online gaming, affiliate marketing, SMM (promotion of social networks) and CMO (site optimization for social networking), SEM (search engine marketing), site ranking and comparing products, podcasting, blogging, means of viral marketing, direct mail, e-CRMsystems, background advertising and Rich media. The Internet space is essential part of the media market these days, not only for advertisers, but also for traditional media. Ukrainian society he already shows signs of intellectual, young and innovative environment. Despite the gradual growth of Internet-communications in Ukraine, its real potential is not yet involved, still Internet technologies are promising and attractive communication tool for businesses. Further growth of Internet communications is largely associated with the constant increase in the number of Internet users who use it to obtain information necessary goods. The half of all consumers are interested in receiving reports of goods and services by email. Due to permanent presence in the virtual space of Internet users formed certain habits and ways of using tools and information sources. At the core of mobile marketing is the use of modern technologies and formats of information transmission in cellular networks: voice, text, graphics, video and photo information, and technologies to implement non-verbal interactive communication. Integration with other media opportunities in the mobile technology is very high. The main methods neuromarketing depend on the sensations impact. It is established that they are formed at the intersection of economics, neuroscience, psychology and medicine and are based on determining the motivation of consumers. The special role of video and Innovation in it is found. The characterization tools psychological impact on consumers in the promotion of products on the market are 3D, X3D, Ground FX, tryvizora, interactive table, TransLook, Smart Checkout, projection and virtual storefronts, interactive panels, Virtual footwear wall, “virtual promoter”. In order to achieve a synergistic effect established the need to combine the principles of online marketing and mobile marketing concepts such as neuromarketing and Marketing 3.0 to increase brand capital goods in the market. The feasibility declaration of social responsibility in their brand promotion, assigning them a specific human nature is determined.