Modern Technologies for the Promotion of Goods and Services in Consumer Markets

DOI

10.2991/aebmr.k.200730.033How to use a DOI?

Keywords

empirical marketing, target audiences, impression economics, emotional experience, digital marketing, brand commitment, digital technology

Abstract

The article discusses how companies interact with target audiences when promoting goods and services in consumer markets based on effective approaches and technologies. Empirical and digital marketing contributes to the establishment of long-term relationships and strong relationships with consumers. Empirical marketing focuses on the emotional experience and consumer experiences, and digital marketing provides targeted and mobile communications with target audiences of companies. Digital technology and the digital environment have significantly transformed business space and consumer life. Together with empirical marketing, digital technologies are actively bringing together the seller and the consumer. More and more manufacturers and service companies are thinking about what kind of experience a consumer will get by interacting with their product or service. This plays a decisive role in the modern process of acquiring products of a particular brand. Researchers of consumer behavior note that consumers often endow many value-asserting products with some kind of “spiritual status”. Marketers also note new trends in consumer behavior. The article shows the differences between the key characteristics of empirical and traditional marketing, which is confirmed by a number of examples. Based on the studies, models of the formation of consumer loyalty to a product or brand are proposed, as a result of which it can be argued that the impact of the seller on the emotional sphere of the consumer leads to sustainable consumer loyalty to the product / brand, even in times of crisis. Together with empirical marketing, digital technologies are actively bringing together the seller and the consumer. To assess the impact of digital technologies on the marketing activities of companies and, in particular, its communication system, it is important to determine the changes and preferences of consumers at the stages of the purchase process. This is also confirmed by the results of the study.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - T.B. Feiling
AU  - E.K. Torosyan
PY  - 2020
DA  - 2020/08/01
TI  - Modern Technologies for the Promotion of Goods and Services in Consumer Markets
BT  - Proceedings of the Russian Conference on Digital Economy and Knowledge Management (RuDEcK 2020)
PB  - Atlantis Press
SP  - 179
EP  - 182
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200730.033
DO  - 10.2991/aebmr.k.200730.033
ID  - Feiling2020
ER  -