Використання digital-маркетингових комунікацій в стратегії популяризації архівної інформації

Abstract

The purpose of the article is to determine the feasibility of using individual tools of digital marketing communications in the promotion of archival information that will promote the formation of a positive image of archives. Research methodology. To solve the tasks set in the work a theoretical analysis of the scientific literature was implemented and used the method of historical and source study search, which allowed to determine the state of the researched scientific problem and trace the proposed tools of digital marketing communications to promote archival information. To achieve this goal the methodology based on the use of general scientific and special methods of cognition was used. Methods of analysis and synthesis were used to identify scientific and theoretical foundations of the development of digital marketing communications for promotion of archival information. Statistical method – for finding out the level of popularity search for archival information by keywords among Internet users, which is applied using the analytical tools of Google Trends statistics collection. Scientific novelty of the work is in feasibly analysis of digital marketing communication tools, which should be used to promote archival information. The influence of digital marketing communication tools in the promotion of archival information, that will promote a positive image of archives and developing innovative forms of interaction with society, has been researched. In the conclusions justified need to use the digital marketing communication tools in the promotion of archival information in the formation and development of communication policy among the target audience and documentary information institutions on the Internet.