Special aspects of digital technology-based brand promotion

Abstract

Experience economy and digital economy inside of which new level of ‘brand-targeted public’ communication is being shaped assume significant importance in new market conditions. Empirical marketing and digital marketing contribute to establishment of long-term relations with consumers and shaping of stable links in the market. Empirical marketing having its own specificity is laying emphasis on consumers’ emotional experience and feelings while digital marketing using digital tools is providing address linkage and mobile communication with brand’s targeted public. Under such conditions, educational institutions may achieve significant success in university brand promotion by combining digital technologies and cooperation with art and culture industries and thus provide the university with competitive advantages in the market of education services and raise customer loyalty. The article is addressing the process of cooperation between Russian state hydrometeorological University (RGGMU) and Russian Museum within the project entitled ‘Virtual museum’ and (analyzing synergetic effect produced by their joint activities performed with the use of digital technologies.