The concept of metamarketing in the experience economy

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The new conditions of the digital environment and the formation of the impression economy have caused the transformation of marketing, which involves the introduction of innovative strategies, methods and tools of digital marketing into the activities of enterprises to form a positive immersive experience for customers on the basis of impressions created by enterprises. The aim of the article is to substantiate the concept of metamarketing, which is based on the offer of impressions in the modern conditions of the digital environment. The hypothesis is formulated: the formation of the impression economy in the digital environment has led to the transformation of marketing, which includes digital marketing and impression marketing. The convergence of these types of marketing forms its new concept, in particular metamarketing, which involves the application of digital marketing methods and tools to create and provide impressions in physical and digital space. General scientific and special methods were used: analysis and synthesis, systematic, comparison, logical generalization. The research carried out: substantiation of the importance of impressions for producers and buyers; systematization of strategic directions for ensuring customer impressions; highlighting key elements and principles of the impression economy and formulating the authorʼs definition of the "impression economy in the digital environment"; systematization of the conditions of application, management decisions, limitations and risks of marketing concepts in evolutionary development; substantiation of the concept and formulation of the definition of metamarketing for forming impressions of enterprise customers in the digital environment