The Marketing Technologies of Interaction with Consumers as a Factor of Ensuring the Economic Security of Enterprises

• Main Author: Drobyazko Svetlana I.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2019-02-01
• Series: Bìznes Inform
• Subjects: economic security; marketing technologies; crowdmarketing; strategy; efficiency
• Online Access: http://www.business-inform.net/export_pdf/business-inform-2019-2_0-pages-302_307.pdf

The article is aimed at researching features of application of the marketing technologies of interaction with consumers in conditions of application of information systems to ensure economic security of enterprises. The stages of carrying out the content analysis concerning the research on the strategy of interaction with consumers on the Internet are defined. The author elaborates the matrix of strategies of interaction with the consumer on the Internet based on the use of two-vector coordinate system: the degree of consumer’s readiness to purchase and the communication environment. The means of promotion are analyzed in accordance with the strategy of interaction with the consumer on the Internet. The mechanisms of targeting and retargeting are considered as sufficiently efficient instruments in the process of implementation of crowdtechnologies in the marketing communications. The KPI-system of performance indicators for communication activity of enterprise’s activity on the Internet on the basis of crowdtechnologies is proposed. The developed matrix of directions of correction of communication policy allows company to determine the further direction of communications on each level of the communication influence. To apply the provisions of the conception of crowdmarketing in the communication activities of enterprises in the market a structural-logical scheme of the formation of marketing communication strategy on the Internet is developed.