RESEARCH OF THE FEATURES OF VIRTUAL EXHIBITIONS WITHIN THE DIGITALIZATION

Abstract

This article is devoted to the analysis of the main features of the virtual exhibitions as a tool of promotion within digitalization. It has been revealed that the active development of digital technologies causes the transition from classic marketing communication tools to more innovative ones. At the same time, an increasing number of domestic industrial enterprises are not in a hurry to introduce modern technologies to promote their products. This has led to the study of the main barriers of using the virtual exhibitions by managers of domestic industrial enterprises. It has been revealed that the main prerequisites of this situation are the low awareness of managers about the advantages of virtual exhibitions compared to traditional tools of products promotion in the B2B markets. The main advantages of virtual exhibitions that include reducing costs, increasing the number of conversion points, expanding the sphere of influence etc. have been analyzed. It has been proposed to use the CPM indicator to justify the choice of communication tool. This approach allows to estimate virtual exhibitions taking into account the cost of promotion per thousand contacts. Research has shown that Virtual Exhibition (VE) is considered by managers as an exhibit that has untapped potential that can be beneficial to both large and small companies. As a concept and in practice, a virtual exhibition is still new and, like most new technologies and ideas, takes time to gain mass support. It has been revealed that virtual digital exhibitions today are based on conceptual and linguistic tools provided by several new technologies of popular systems, such as ViEx System, XMP-CMS and ARCO. All these systems have a common feature: they facilitate the development of multiple versions of the same exhibition in different contexts by separating content and presentation, including adaptation to mobile devices. Such a wide range of tools allows to provide various ways of organizing virtual exhibitions: photo exhibitions; multi banner; exhibitions with audio, video, exhibitions-presentations; thematic exhibitions; exhibitions-quizzes etc. The peculiarities of creating virtual exhibitions proved the need to consider the interests of all stakeholders in this type of promotion tool.