6C ANALYSIS – THE MAIN AREAS OF RESEARCH TAKING INTO ACCOUNT TRADITIONAL AND DIGITAL MARKETING TECHNOLOGIES

Abstract

The article discusses the main areas of research and the main factors of analysis before planning a marketing strategy, activities and communications, taking into account traditional marketing measures and digital technologies, which are known in the field of marketing as the so-called “6C Analysis”. It is important that the methodologies and areas of research contain significant updates taking into account the trends of the last 15-20 years, which is associated with the intensive invasion of digital technologies in the management of business processes and the implementation of planned activities. The article discusses the updated “6C analysis” model, showing the expansion of the direction of research in the field of digital technologies before forming a marketing plan and making strategic decisions. The importance and novelty of the scientific article lies in the methodology for developing a marketing strategy formed by using the modern technologies. More precisely, the research analysis carried out using modern digital technologies, including artificial intelligence, has a completely different quality and accuracy. Accordingly, the modern parameters of 6C analysis outlined in the article show new approaches and expanded areas of research that provide significantly improved, high-quality and relevant results for business decision making and marketing strategy determination, and set new research standards. Keywords: Internal and External marketing; Interactive marketing; „The triangle model“ or the „Marketing triangle“; 6C Analysis (6С is named after the first letters of the following research areas: Company, Customers, Competitors, Collaborators, Climate, Communication); Content Marketing; Digital technologies; Traditional marketing; Digital marketing;