DOI: https://doi.org/10.32515/2663-1636.2023.9(42).186-196

Innovative Marketing Tools for Promoting Industrial Products on the Internet

Roman Tsaturian, Denis Bedov, Ruslana Zhovnovach

About the Authors

Roman Tsaturian, Applicant of the Third (Educational and Scientific) Level of Higher Education, Priazovsky State Technical University, Dnipro, Ukraine, ORCID: https://orcid.org/0009-0008-3524-1628, e-mail: r.tsaturyan@gmail.com

Denis Bedov, Applicant of the Third (Educational and Scientific) Level of Higher Education, Priazovsky State Technical University, Dnipro, Ukraine, ORCID https://orcid.org/0009-0007-5960-828Х, e-mail: bedov.work@gmail.com

Ruslana Zhovnovach, Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Economic Theory, Marketing and Economic Cybernetics, of the Department of Economic Theory, Marketing and Economic Cybernetics, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/0000-0001-6758-3421, e-mail: ruslanaz1977@gmail.com

Abstract

The article is devoted to the study of features of promotion of industrial products in the network. The publication is aimed at studying the peculiarities of using innovative digital marketing tools in the process of transforming the relationship between the brand of industrial products and the consumer. The characteristic features of using actual client-oriented means of promoting products on the Internet are investigated and generalized: non-standard advertising media; online exhibitions, online auctions; web conferencing; systems of interaction with sellers; methods of website promotion in social networks; mobile advertising; augmented reality. It is proved that the integrated use and innovative updating of marketing tools allows constantly expanding the customer base, increasing the level of competitiveness of industrial products, stimulating customer loyalty, strengthening ties with the target audience, and also contributes to reputation strengthening, organic growth in the number of users of products, increasing the level of retention of the target audience, increasing the number of repeat purchases, increasing the amount medium check, increasing the company’s profits. It is noted that this is facilitated by the fullest use of the possibilities of personalizing customer experience, increasing customer satisfaction due to maximum convenience of product consumption, guaranteed satisfaction of expectations, ensuring effective feedback, meticulous and thoughtful work with negative customer reactions. The modern tools of the Marketing 4.0 concept considered in the publication and the peculiarities of their use in the digital environment of the Internet presented in detail formed the basis of the formulated proposals for the introduction of new brand development strategies, the content of which is to attract customers to the development and updating of the concept of industrial products, its adjustment in accordance with the personal preferences of consumers, the creation of “ideal” offers. The use of digital marketing opportunities in combination with the combined application of the latest strategies for promoting industrial products allows more efficient use of dynamic pricing tools, promotes the practical introduction of many channel sales of products, maximizes the processes of attracting customers to the formation of added value of the manufacturer, really saves the marketing budget, optimizes in real time the level of production workload capacities of manufacturers of industrial products.

Keywords

inbound marketing, innovative technologies for digital marketing, digital networking

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References

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Copyright (c) 2023 Roman Tsaturian, Denis Bedov, Ruslana Zhovnovach