Strategic priorities for marketing and development of consumer communities of modern brands

Abstract

The article identifies key issues in ensuring a high level of consumer loyalty, the effectiveness of relationship marketing and brand management of modern companies. The problems of asymmetries and contradictions of the priority of short-term efficiency for business in the need to ensure longterm effective relationships with consumers are studied. The ineffectiveness of simple short-term socio-psychological effects used in brand communications and the activation of marketing interaction in the community management system and for purchases by representatives of the target audiences of enterprises has been established. It is shown that the professional use of sociopsychological technologies and techniques to stimulate demand, focused on short-term economic effects for business, leads to the perception of marketing of companies as one of the institutions of modern society that manipulate the behavior of target audiences. Possibilities of solving the problems of low conversion of emotional perception of messages in the system of marketing communications into financial and economic results of business, as well as uncontrolled change of attitude to brands, from positive to negative, are shown. This is confirmed by successful marketing cases, which result in positive consumer feedback on the empathy and social responsibility of brands. Prerequisites and ways of formation and development of consumer communities interested in marketing interaction with brands, which can enthusiastically support longterm joint activities with companies, have been identified. The necessity of scientific and practical developments and creation of a system of psychological examination of materials of marketing communications in the system of social responsibility of business, and also by analogy to institutes of prevention of discriminatory advertising is proved.