Digital Communication: a technology of trust marketing
https://doi.org/10.21453/2311-3065-2021-9-3-74-87
Abstract
The paper represents the review of marketing management tools and technologies online: the concept of trust funnel, web-traffic temperature, digital marketing tools. The relevance of the work is determined by the following factors: first, globalization and digital revolution have irreversibly changed the trajectory of the marketing technology development path. Mass advertising has smoothly lost its influence, and companies began to focus more on the customer. The emergence of new digital media has led to new concept – digital marketing. Second, many organizations are using a combination of traditional and digital marketing channels; however, digital marketing is becoming more prominent as it allows for more precise tracking of resources and funds in relation to other traditional marketing channels. In conclusion, the authors highlight common elements in defining the concept of digital marketing: its connection with technological progress and the use of the Internet, leading us to social media. In the new digital age, the main function of marketing is to be in constant contact with users, customers, the community and other companies, provides relevant news and content that convey unique experiences, communicate with people, giving them the opportunity to interact with the company or brand.
About the Authors
V. I. Gostenina
Bryansk State University
Russian Federation
Russian Federation
Gostenina Valentina Ivanovna – DSc (Soc.), Professor, Head of the Department of sociology and social work
241036, Bryansk, Bezhitskaya str., 14/1, office 203
K. S. Karandin
Bryansk State University
Russian Federation
Russian Federation
Karandin Konstantin Sergeevich – postgraduate student of the Department of sociology and social work
241036, Bryansk, Bezhitskaya str., 14/1, office 203
S. L. Melnikov
Bryansk State University
Russian Federation
Russian Federation
Melnikov Sergey Leonidovich – CandSc (Ped.), professor, vice-rector
241036, Bryansk, Bezhitskaya str., 14/1, office 203
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Review
For citations:
Gostenina V.I., Karandin K.S., Melnikov S.L. Digital Communication: a technology of trust marketing. Communicology. 2021;9(3):74-87. (In Russ.) https://doi.org/10.21453/2311-3065-2021-9-3-74-87
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