Development of marketing research technologies as the basis of a socially responsible marketing strategy

Abstract

The object of this study was the trends in the development of marketing research technologies as a basis for the strategy of socially responsible marketing. The study is aimed at solving the problem of increasing the effectiveness of the marketing strategy under the influence of digital marketing research technologies. It has been proven that under the conditions of increased competition and transformation of consumer needs, the strategy of socially responsible marketing acquires great relevance. It has been established that the use of digital marketing research technologies significantly increases the effectiveness of the strategy of socially responsible marketing, ensuring a high degree of transparency and openness of its directions. The main stages of the development of marketing research technologies have been detailed – market research, consumer behavior research, the beginning of digitization, and the digital revolution. Digital technologies, on the basis of which marketing research will be conducted in the future, have been identified – Big Data, blockchain, artificial intelligence, the Internet of Things, augmented and virtual reality. The relationship between digital technologies of marketing research and directions of socially responsible marketing strategy was substantiated. It has been established that the effectiveness of the socially responsible marketing strategy should be determined on the basis of key performance indicators (KPI) based on the elements of the 4P complex. Schemes for researching the effectiveness of areas of social responsibility for individual elements of the marketing complex based on digital technologies are proposed. On this basis, a model of the influence of digital technologies on the KPI strategy of socially responsible marketing was developed and its advantages were substantiated. The practical use of the proposed approach could provide an opportunity to choose a specific marketing research technology depending on the target orientations of social responsibility of marketing. This would provide maximum information content and support for the strategy development and implementation process.