СОБСТВЕННЫЕ КАНАЛЫ КОММУНИКАЦИИ КАК СПОСОБ ПРОДВИЖЕНИЯ ТОРГОВОЙ ОРГАНИЗАЦИИ

Abstract

The article discusses one of the important areas of marketing work within a trade organization – communication with the consumer. It is emphasized that interaction with the target audience through its own communication channels helps to achieve many management goals facing a modern trade organization. The Russian retail sector is growing rapidly, new forms are emerging, and various sales channels are developing. The high level of market competition encourages trade organizations to actively use marketing promotion tools that generate customer interest and loyalty. The transformational processes of the business environment are closely related to the intensive development of e-commerce. Accordingly, communication channels in the Internet space have recently become the most extensive in terms of coverage, while the website of the trade organization and its presence on social networks play a special role. The main goals that a trade organization usually sets when communicating with consumers or the entire target audience are to provide information about the brand, form customer loyalty, inform about a product, service, promotion, special project, etc., effectively “rebuild” from competitors, stimulate customer demand, process objections, collect data for analytical work, etc. In order to effectively interact with customers through their own communication channels, it is necessary to think through a content strategy. Content strategy is the most important element of a trade organization’s competitive presence on social networks, which means that the quality of its development directly affects the results that communication in this channel brings. An effective content strategy provides for the following mandatory elements: a communication message (an idea that should remain in the audience’s memory after interaction), an archetype (a visual image reflecting the style of communication), a rubricator (defines the types of content used), as well as key performance indicators. A well-built mechanism of interaction with the customer audience through its own communication channels contributes to the active promotion of a trade organization in the modern commodity market.