Classical Marketing Research Articles

NEUROMARKETING: ESSENCE, PRINCIPLES, METHODS, PROBLEMS AND PROSPECTS

Neuromarketing is a relatively new innovative trend in the modern world, the essence of which is that it goes beyond the boundaries of classical marketing and studies more in depth the internal mechanisms of consumer decision-making regarding their purchases. The purpose of the article is to study the main principles of neuromarketing research, analyse the impact of certain neuromarketing tools on consumer behaviour and the possibilities of solving the use of neuromarketing problems. The examples of successful application of neuromarketing in the modern world are given, which clearly proves the use of such main channels of interaction as sight, hearing, touch and smell in neuromarketing communications. The article presents the basic principles of neuromarketing, which are based on the use of neuroscientific methods to understand consumer behaviour and allow for a deeper understanding of consumers at the subconscious level. These principles are defined in four blocks. Firstly, they help businesses to understand better the perception of their products and advertising campaigns; secondly, they contribute the development of more accurate and balanced marketing, where decisions are based on objective consumer data; thirdly, they help to increase the effectiveness of marketing strategies by making them more adapted to the peculiarities of the consumer's brain reaction; fourth, they expand the scope of neuromarketing, providing opportunities for a deeper understanding and effective use of the psychological aspects of consumer behaviour in different contexts. The use of instrumental methods for assessing neuromarketing, such as magnetic resonance imaging, functional magnetic resonance imaging, electroencephalography, lie detector, face-reading, eye-tracker, allows measuring neurological reactions, which is useful for optimising marketing strategies. Prospects for the development of neuromarketing include the following key areas: technology improvement; integration of artificial intelligence; expansion of the scope of research; development of open platforms for faster exchange of research results; search for new measurement methods; use of human emotional intelligence; expansion of links with psychology, medicine, education and entertainment; personalisation of marketing strategies based on individual consumer characteristics; greater attention to individual consumer reactions and protection of their privacy.

MARKETING FACTORS OF COMPETITIVENESS MEDITERRANEAN MARKET OF TOURIST SERVICES

The article analyzes the system of marketing factors of the competitiveness of the Mediterranean leisure industry since the promotion of tourist services today becomes impossible without the use of modern technologies. It is noted that the digitalization of marketing communications allows for the formation of unique competitive advantages of the Mediterranean tourism industry through the use of an integrated approach to the most effective combination of classical marketing provisions and the potential of modern technologies in the competitive environment of the tourism industry. Classical marketing techniques and digital technologies offer enormous potential for maximizing tourism revenues, increasing tourism demand, improving the quality of supply and facilitating communication. The influence of marketing elements on the competitiveness of the tourism industry of the Mediterranean countries is evaluated. It has been proven that this influence is uneven and differs according to the destination and the stage of creation and provision and implementation of the tour service. This influence is observed most in the sphere of pricing in Spain and least - in the sphere of tourism product promotion in such European countries as Albania and African countries - Morocco, Algeria and Tunisia. Directions for the analysis of the competitiveness of destinations in the Mediterranean region are proposed, which can be carried out according to different criteria and through different perspectives, such as: customer expectations, tourist satisfaction and service value, tourist and destination motivations, branding, destination attractiveness, destination sustainability and destination value. It is emphasized that, in contrast to classical marketing, modified tourism marketing was formed as a mix that includes seven elements: tourism product, tourism product pricing, distribution of tourism services, tourism promotion, human potential, service provision process and customer service, and which to varying degrees provide competitive advantages of the countries of the Mediterranean basin. It is shown that the competitiveness of the Mediterranean tourism industry has a double structure. Its first element is the process of positioning tourist products on the market of leisure services, the second is the efficiency of the operational activities of tour operators. It has been confirmed that the drivers of the main changes in the market of tourist services of the Mediterranean that have occurred recently are the intensive introduction of information technologies in marketing activities, where the main trends in the development of the leisure industry have become the globalization of the tourist business and the dominance of Internet technologies in the system of promoting tourist services.

Использование нейромаркетинговых исследований для оценки цифрового сервиса медицинских услуг

The development of innovative research methods expands the possibilities for studying various types of services, including digital ones. Assessment of the quality and level of development of digital services and their compliance with the expectations of patients in medicine is an important aspect for the image component of medical institutions. One of the tools for evaluating a digital service is neuromarketing. Purpose of the research is to identify the possibilities, prospects and ways of applying neuromarketing research to evaluate the digital service of medical institutions. The research is the analysis of theoretical sources of foreign and domestic authors. Cabinet and field studies were used. Desk studies were conducted in the form of analysis of secondary information sources, mainly on theoretical sources. Field studies were conducted in the form of an expert assessment. Comparative analysis has shown that neuromarketing research has a number of advantages compared to classical marketing methods, such as the ability to determine the indirect reaction of consumers and the emotional message when testing a digital service. Special attention is also paid to the potential of using neuromarketing research in the areas of digital medicine. At the same time, based on the analysis, it is determined which methods of neuromarketing research can be effectively used for each digital service and what results we can get. Within the framework of the study, the directions of evaluation of digital service by medical institutions using neuromarketing were identified, which will allow us to understand how to improve the platforms and what adjustments can be made. Based on the expert assessment on the possibilities of using neuromarketing research in the service sector, an IFAS analysis was conducted, which is a generalized analysis of the strengths and weaknesses of internal factors in the application of neuromarketing.

ОСОБЕННОСТИ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ НА РЫНКЕ ТРАНСПОРТНО-ЛОГИСТИЧЕСКИХ УСЛУГ

The work demonstrates the specifics of the activities of large transport and logistics companies, which determines the distinctive features of their marketing policy. Despite the fact that classical marketing tools have relatively low effectiveness in this market because logistics operators and their key customers prefer long-term relationships, in the current conditions the role of marketing is increasing. This is due to the transfor-mation of the global logistics market and the release of niches in it, as well as the need to attract small customers. The main directions of marketing activities in the market of transport and logistics services are demon-strated.

МАРКЕТИНГ ВІДНОСИН ЯК СУЧАСНА КОНЦЕПЦІЯ МАРКЕТИНГУ

The article examines the concept of "relationship marketing" and provides its interpretation by scientists. The authors analyzed the stages of the evolution of relationship marketing in Ukraine from the initial attempts of its implementation to modern complex strategies based on the latest technologies and approaches. It is proven that relationship marketing marks a radical change in the paradigm of marketing worldview, which is characterized by the transition from competition and conflict to interdependence and cooperation, and new practices according to the principles of classical marketing tools are given. The work analyzes the main principles of relationship marketing, such as personalization (allows companies to better understand the needs and preferences of their customers), individual approach (the emphasis is on personal interaction with the customer), trust (formed through transparency, honesty and reliability in the company's interaction with customers) and communications (ensure constant communication between the company and clients). The differences between transactional marketing, which is aimed at ensuring a one-time sale from a large number of customers, and relationship marketing, which is aimed at encouraging repeat purchases from a certain pool of consumers, are presented. The path of customers is analyzed - from potential consumers to reliable consumers, some of whom, with active interaction with the company, will grow into partners of the company. The authors consider the role of technology and digital tools in the implementation of this concept, including the use of e-mail (with personalized letters companies can inform customers about new products, special offers and promotions, as well as remind them about important events or dates), social networks (allow not only to inform customers about new products and services, but also actively interact with them, receive feedback and build trusting relationships), customer relationship management (provide the opportunity to collect, store and analyze information about customers, their preferences, purchase history and interaction with the company). It also explores the benefits and challenges of moving to a relationship marketing model, and provides recommendations for businesses seeking to implement the concept.

Using Price Promotions to Drive Children's Healthy Choices in a Developing Economy

This research examines how price discounts—a classic marketing incentive—drive children's healthy choices in the understudied context of a developing economy. The authors partnered with UNICEF to launch three field experiments in Panamá among 2,418 children to examine four pillars of price discount promotions for children: what to discount (product selection), how to discount (message design), whom to target (children's age), and whether to discount again (repetition). They uncovered four previously undocumented insights. First, price discounts alone effectively increase demand among children 6–11 years of age, reconciling conflicting findings in prior literature. Second, product selection based on relative price—a particularly crucial factor in developing regions—drives opposing postpromotion effects: ironically, marketers should not discount expensive healthy options but rather moderately priced ones. Third, different from prior literature's practice of directly communicating final prices, discount messages that require older children to derive final prices are more effective. Fourth, repetition can amplify or undermine discounts’ efficacy depending on message complexity and children's age. This research offers concrete guidelines for researchers and practitioners, uncovering both positive and negative effects of price promotions on children, and shedding light on price promotion interventions that most powerfully nudge children of different ages to act.

Cross-Methodological Approach to Realization of Marketing Analytical Function

The article explains the necessity to use cross-methodological approach to realization of marketing analytical function that combines methodology of classical marketing research and DataScience methodology. The explanation is based on results of literature analysis, which studies trends of DataDriven marketing development and DataScience; HeadHunter research dealing with assessing the compliance of the competence profile of specialist in the field of analytical marketing with demands of labour market and on results of the authors’ research in the present sphere. Comparative appraisal of efficiency of using classical methods of marketing research and DataScience methodology was conducted at enterprises; benefits and drawbacks of each of them were identified; similar and distinguishing stages of these approaches were found and efficiency of their integration was proved. Progress of Russian companies in realization of marketing analytical function by using DataDriven culture was estimated. Two principle reasons hindering the process of marketing based on data introduction to Russian organizations were named, i.e. non-compliance of competence profile of marketers-analysts//with market demands and uncoordinated investment in technologies aiming at DataDriven approach introduction into the company.

Theory, Practice and Future of Corporate Marketing Management Education as Part of Tertiary Education

To update the research priorities, this study aims to define the main content elements of teaching business marketing management in tertiary education. Based on their identification, the aim was to evaluate and compare the overall rate of use of marketing tools in business practice over time. Subsequently, the study aims to measure the dependencies between the level of marketing vitality and the number of employees, the field of business and the year of the company’s founding and to evaluate which online marketing tools companies know, use and plan to use in the future. We aim to evaluate whether real marketing practice corresponds to the topics taught in tertiary education in the Business Marketing Management program. To identify and understand teaching practice, the method of comparative research was used. To evaluate the feasibility of using marketing tools in real practice, multi-stage data collection using interviews and questionnaires was carried out in 2020-2023. The total number of respondents representing business entities in the Czech Republic was 411. Respondents were selected by random selection from the internal database of VŠFS, a.s., containing approximately 4,150 contacts to business entities. Statistical methods were used to evaluate the data and dependencies with verification of the received data using Pearson’s coefficient, Student’s distribution. Furthermore, descriptive exploratory analysis and the method of cluster analysis of the co-occurrence of words were used. The contribution of the study is the created list of topics used in teaching the subject Marketing Management of Enterprises in Tertiary Education. It can be stated that in real business practice, tools are used in accordance with the topics taught, tactical tools of the marketing mix are used as a priority. In the 2021-2023 timeline, the overall marketing vitality of companies is improving, especially in the area of external marketing communication. The findings highlight the importance of a balanced use of classic marketing tools in the offline environment with the incorporation of trendy online technologies into teaching and real business practice. Inevitably, the involvement of artificial intelligence (AI) in the marketing management of a business can be expected. The paper brings a new perspective on the connection between teaching theory and the practice of business entities. It appeals for cooperation between tertiary education and representatives of the business community and the practical application of theory, especially with the use of trendy tools of online marketing and artificial intelligence.

Green marketing and territorial branding as a regional identity economy element

The aim of the study is to substantiate the idea of developing the identity economy of the socio-economic territorial system on the basis of adapting the classical marketing concept “4P” to territorial marketing taking into account the principles of green marketing. The study is based on the following methodological approaches: institutional and behavioral approaches to the identity economy, the integrated approach and the principle of complementarity, which involves the analysis of the organizational structure of the object, accounting for internal and external interactions, the practice-oriented approach, which involves solving the problems of improving the investment attractiveness, image of territories, the formation of their identity as socio-ecological economic systems. The authors propose to consider territorial marketing as a strategic tool for managing socio-economic and environmental components of the territorial system. Territory identity economy acts as a relationship of market agents who identify their needs and interests with the consumer properties of the given territory. The stages of territorial green marketing strategy are developed. An important direction of marketing activity is branding, which includes the development of communication strategy for forming the image of the territory. The authors substantiate the algorithm of territorial brand formation, which consists of four stages: socio-economic analysis of the territory, development of the brand concept, visual representation of the brand, creation of the brand management structure.

HYGIENE ANXIETY AND BRAND LOVE OF CONSUMERS: LESSONS FROM COVID-19 PANDEMIC

The current study analyzed the hygiene anxiety of consumers within the context of the COVID-19 pandemic. Hygiene anxiety means the state of being worried about the cleanliness of purchased or to-be-purchased products/services that may cause illness. It is hypothesized that the hygiene anxiety experienced by consumers with strong emotional bonds with their brands - consumers who love the brand - would not reduce their purchasing intentions. In the first study, unexpectedly, it was found that the purchase intention of consumers with higher brand love significantly decreased when their hygiene anxiety was triggered. In the second study, what can reduce the hygiene anxiety of consumers is qualitatively inquired. Direct and indirect anxiolytic efforts were discovered. Indirect efforts are the brand's hygienic image, brand trust, and country of origin. Direct efforts are categorized under a hygienic 3P (product, promotion, and place) concept inspired by the classical marketing mix (4P).

INVESTMENT OF BIOMEDICAL APPLICATIONS IN MARKETING: ELECTROENCEPHALOGRAM-BASED CONSUMER DECISION PREDICTION

The neuroscience field provides extensive knowledge regarding cerebral activity principles. Therefore, it enables congregating consumer information and anticipating its preferences. Unlike classical marketing techniques, for instance, interviews with consumers, in which they usually do not communicate their real preferences, biomedical methodologies provide more powerful tools such as electroencephalogram signals and brain imaging, to explore the activity within the brain and examine its miscellaneous responses, which contribute efficiently to understanding human behavior related to its purchasing decision-making. Aiming to highlight the impact of neuroscience on marketing advancement, we first present in this paper a thoughtful background based on state-of-the-art studies to investigate the rate of several neurology techniques’ contribution to the advancement of the marketing field and their effect on purchasing decision-making. Second, we propose a predictive modeling framework based on the analysis of EEG signals recorded during decision-making in terms of “like” or “dislike” of specific consumer products. The discrete wavelet transform (DWT) and kNN classifier were combined to develop such an automated model. For evaluation purposes, the developed model was performed on a well-known and public EEG dataset collected for marketing studies. Achieving promising results confirms that the developed framework can be used as a reliable tool for market strategy development.

INSIGHTS INTO DIGITAL MARKETING MANAGEMENT FRAMEWORK IN MODERN ORGANIZATIONS

The article offers insights into theoretical and applied issues related to digital marketing concept development in the works of foreign and national scholars. It is observed that in most cases digital marketing is primarily viewed as a marketing communication tool but not as an independent element of marketing management in the online environment. This research offers etymology justification to the concepts of digital marketing, Internet marketing, online marketing and digital marketing, since yet there is no clear definition of a digital marketing concept in the international and domestic academic literature (most often it is referred to as equivalent to e-commerce, e-business or e-trade). The paper suggests a digital marketing management framework to be used by businesses in the context of digitalization. It is emphasized that a focus of digital marketing management should be placed towards meeting the online customers’ needs and expectations which ultimately translates into added value of organization's goods or services and contributes to building competitive advantages, eliminating potential conflicts of interest. This paper presents a set of digital marketing tools that integrates the principles of Internet marketing modeling (designed by an outstanding American marketer R. F. Wilson) based on the approach of including an Internet platform element into the P3-Place – a classic marketing mix which enables companies to select an optimal Internet platform within their interaction patterns of communication with target segments. According to the research findings, the digital marketing mix covers the following four classical tools, such as "Product", "Price", "Place" (Distribution), and "Promotion". It is also noted that the Distribution tool includes an Internet platform element. A special emphasis is put that each of the digital marketing mix instruments is adapted to the needs of target audiences. The study argues that the added Internet platform element embedded into the Distribution component is critical in managing digital marketing, since the application of the classic marketing mix in the virtual environment is associated with the choice of optimal Internet platforms for searching and communicating with target audiences of consumers.

Organization of Sports Marketing in Modern Conditions

Abstract. prone to the vicissitudes of today, special attention is paid to sports marketing, the tools of which can turn various sports events into means of creating the image of their city. An effective marketing technology, together with the promotion of investment, and with it tourist and business attractiveness, is the organization and holding of sports events, the popularity of which is rapidly gaining momentum and attracting the attention of many people around the world.
 The effectiveness of management actions invested in the expansion of the demand for sports services is ensured by the use of scientifically based theoretical and methodological approaches to the development of a strategy for the development of sports marketing. Conceptual approaches to the development strategy of sports marketing are distinguished, without taking into account the numerous relationships between subjects in the sports market and the peculiarities of their market behavior. The issue of increasing the effectiveness of the marketing activities of sports industry organizations has not been fully studied, which requires improvement of the mechanisms for implementing the sports marketing development strategy.
 The purpose of the study is to substantiate the theoretical and methodological provisions and characterize the scientific and practical recommendations for improving the strategy of the development of sports marketing in the modern conditions of Ukraine.
 Research methodology and methods. Theoretical analysis and generalization of scientific and methodological literature on the development of sports marketing, economics and management of the sports industry.
 Research results. Sports marketing allows marketers to use the popularity and attention of sports to promote a brand or product. Sports marketing also encompasses the marketing and promotion of live sporting events while helping to promote a healthy lifestyle.
 Taking this into account, we can observe that the development of sports has also influenced the strategic orientation of many companies producing sports accessories: clothes, shoes, equipment, etc. Organizations and companies produce products depending on the needs of modern sports and the trends of the sports market. At the same time, it is about satisfying the needs of everyone who is related to sports: athletes; clients of fitness clubs; fans, sponsors, etc.
 Conclusions. In conclusion, it should be noted that sports marketing is a part of classic marketing that has its own specific characteristics and features. Marketers have been aware of the popularity of sports for decades to make it a central element of marketing objectives. As the scale and popularity of national sports grew, the field of sports marketing grew with it.

Car Insurance System

Many automotive insurance providers are looking to improve their service for their customers, businesses are starting to adapt and implement various methods of analysing data for performance, as a result giving better service for their customers from a better understanding of their needs. The main focus of this project therefore is targeted at automotive insurance providers looking to implement this into their business, the project would also be beneficial to stakeholders. We propose a system built using MERN tech Stack for a better customers experience, by suggesting them the most appropriate cover in time. The requirement for this system is to perform a more efficient up-selling than classic marketing campaigns.

Startup marketing: features, digital tools, and promotion channels

The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves explaining to the target audience the essence of the idea that underlies the startup; focusing attention on marketing research ideas based on a certain product that does not yet exist; each start-up requires separate attention and the development of marketing measures in the form of its industry specifics, the availability of funds; marketing tools vary by stage of the startup life cycle. The process of justifying the strategic marketing complex provides a certain sequence of actions: choosing a marketing concept; strategic analysis of the marketing environment; identification of the start-up life cycle; selection of marketing complex strategies; implementing strategies into a system of programs, projects, plans; implementation of strategies; control and evaluation of efficiency. The most effective channels of promotion and communication with startup customers are recognized as digital marketing - a type of marketing activity that uses various forms of digital channels to interact with consumers and promote the brand. Digital marketing tools include: creating your website, distributing information through social networks, e-mail distribution (direct mail marketing), webinars, blogs, banner advertising, contextual advertising, games, quests, surveys, interactive postcards, augmented reality, video services, interactive surfaces, animations, etc. Social media is a powerful marketing strategy tool for startups. The implementation of the SMM strategy for startup projects will contribute to the reduction of marketing costs and will ensure the promotion of the startup idea through the Internet most efficiently and rationally. Conclusions and direction for further research. Startup marketing is a necessary component of an innovation project. Marketing activities, methods, and tools differ significantly depending on the stage of the startup life cycle. At the initial stages of a startup's implementation, its financial capabilities are limited, so significant costs for marketing activities are, of course, not applicable. That is why the use of digital marketing tools will complete the startup developers to provide information and promotion of the product while maintaining the budget constraints of the project.

PHARMACEUTICAL MARKETING AS A MARKETING SYSTEM AT THE MACRO LEVEL: STRUCTURE AND FEATURES

The article addresses theoretical and methodological foundations of the marketing systems of the pharmaceutical market at the macro level. The size and social significance of this market determine the need to ensure its proper functioning as a whole system, but the systemic approach to marketing in general and to that of a specific industry remains underdeveloped. Marketing policy still mainly relies on the classical marketing mix, developing in the framework of marketing management approach that is in the micro-framework. Thus, issues related to societal interests in the functioning of markets, such as ensuring sustainability, development of human capital, and quality of life, remain without a proper apparatus of studying and action, on the margin of interests of market actors. This determines the relevance of the study. Based on the systematisation and generalisation of specific features of the pharmaceutical market and using the apparatus and approaches of macro marketing, the general structure of the marketing system is shaped grounded in a specific difference in mechanisms of creation and delivery of consumer value, attributed to the mechanism of drug prescription. Therefore, two interconnected subsystems of the pharmaceutical market marketing system are suggested: prescription and over-the-counter (OTC) drugs. Managing the first subsystem requires the use of approaches and tools inherent in B2B marketing. The creation and realisation of consumer value here is based on the objective needs of end consumers and is strongly influenced by the expert and professional environment. Taking into account the importance of the pharmaceutical market for ensuring social well-being, the need to create new pharmaceutical products may not always be justified by the significance of the market size, anticipating the need for non-market financing, support from market externalities The subsystem relies both the mechanisms of competition and that of cooperation; uses innovative management and marketing, to a certain extent this subsystem depends on the ability to ensure network of interaction between market participants. Such features of the first subsystem obviously have an impact on the second, where the need to ensure social well-being determines the general direction and sets guidelines and restrictions for marketing programmes of individual market participants. The effective functioning of the whole system is based on a combination of mechanisms of cooperation, vital considering a strong need for externalities, and competitive marketing based on specific characteristics of the pharmaceutical industry and market. Key aspects of macromarketing of the pharmaceutical market have been identified to ensure the management of the marketing system of the market system at the macro level.

GLOBAL TRENDS OF DIGITAL MARKETING IN THE POST-WIDE PERIOD

Abstract. The purpose of the article is to identify the most relevant elements and marketing tools of digitization, as well as to summarize the current global trends of digital marketing in the post-Covid period. The set goal determined the solution of the following tasks: 1) to analyze the current tools of digital marketing in the pre-covid and post-covid periods; 2) consider successful practices of using digital marketing by global companies; 3) to compare the scope of application of classic and innovative marketing tools, to determine the reasons and consequences of abandoning classic marketing tools. The research used the methods of system analysis, generalization, comparison, the graphic method. The importance and prospects of digital marketing as an effective tool for the development of modern business in the post-Covid period are substantiated. The expediency of transforming the current behavior models of enterprises in the market environment is argued, taking into account the possibilities of applying digital marketing as an effective tool for their sustainable and effective development. The advantages of digital marketing over classical marketing are determined, in particular, they include the focus on increasing customer orientation, strengthening the emotional connection with existing customers using modern technologies. The most appropriate methods of digital marketing that can be implemented in the post-Covid period have been identified. A complex of advantages of digital transformation and development of enterprises in the conditions of the COVID-19 pandemic and after it has been formed. The global practice of using digital marketing in the post-covid era, the reasons and consequences of the rapid transition from classic marketing to digital marketing tools are studied. Research methods were: analysis, comparison, forecasting by the method of expert evaluations, systematization of data. The hypothesis that the mass transition to digital marketing contributes to more efficient use of company resources and provides an opportunity to achieve wide recognition of the brand/product in the international market was investigated and its confirmation was provided based on the conducted analysis. Conclusions generalize that many digital marketing trends in the post-Covid period intersect and interact with each other. Modern marketing concepts of interaction, adaptive marketing and further personalization form the basis of current digital marketing trends. Businesses should quickly adapt to new changes, use all possible methods and functions, and monitor digital marketing trends in order to respond in time. As a result, demand for the flexibility of marketing teams and customer service professionals will increase in the coming years, and new trends and opportunities in the field of digital marketing will emerge. Although it is impossible to predict the future, especially in times of war, it is necessary to monitor global trends, to monitor the impact of digital marketing on the audience, whose demands are growing. Therefore, it is advisable to actively apply alternative methods of advertising, implement the latest technologies of product promotion and test new digital methods for implementing an effective marketing strategy. And also generate ideas, apply innovative solutions and creativity, because with the help of new ideas you can create new trends, providing strategic competitive advantages of business. Mass transition to digital marketing contributes to more effective use of company resources and provides an opportunity to achieve wide recognition of the brand/product both in the domestic and international markets. Keywords: trends, marketing, digital marketing, target audience, content, post-covid period.

СИСТЕМА МАРКЕТИНГОВИХ КОМУНІКАЦІЙ В ПОРТОВОМУ МЕНЕДЖМЕНТІ

The article deals with the problems of forming an effective system of marketing communications in port management as a concept that has a broader view of marketing activities than classical marketing. It was noted that in the current economic conditions the competitive position of the port depends not only on the volume of its products or turnover, but also on the perception of its activities by customers. In the article there are used such methods of scientific research as observation, analysis, systematization, forecasting. The analysis of the main researches and publications on questions of marketing communications is carried out. The system of marketing communications of the commercial seaport has been defined and the main groups of stakeholders associated with the transport business, with state institutions, as well as with wide groups of society, have been identified. It is noted that the management of marketing communications is becoming one of the important functions of the port administration and a list of its actions to implement this function has been determined. Based on the fact that the management of seaports pursues a wide range of marketing goals, an integrated approach was proposed to form relationships with stakeholders and interested groups in the targeted segments of port activities with the development of recommendations for the implementation of specific marketing actions for the objects of these targeted segments. It is noted that the formation of an effective system of marketing communications and interactions between the port administration and the main stakeholders, can stimulate synergies and economies through the integrated use of resources and opportunities for marketing activities. Further directions of scientific research in the field of efficiency of using the potential of communication marketing tools in port management are determined. In particular, the necessity to use quantitative approaches to solving the problem of linking the optimization of marketing communications with increasing the efficiency of port management and its competitiveness.

РОЗШИРЕННЯ ІНСТРУМЕНТІВ МАРКЕТИНГ-МІКС ЧЕРЕЗ ЗАСТОСУВАННЯ РЕКОМЕНДАЦІЙНОГО МАРКЕТИНГУ

Informatization of all areas of modern human activity and the rapid development of new information and communication technologies create favorable conditions for the implementation of programs of operational access to remote material and intellectual resources distributed throughout the globe. Over the past decade social media has changed the way people communities and organizations create share and consume information from each other and from businesses. However today people have become more attentive to recommendations for the consumption of certain goods and services. It's becoming increasingly clear that social media offers significant opportunities to engage shoppers especially for consumer goods. Examples of such opportunities in social networks include recommendations sharing information about their products sharing experiences etc. The credibility of our study was enhanced by detailed data collection aimed at obtaining a deeper understanding of the WOM phenomenon based on primary data obtained during interviews with marketing company experts and secondary data from the analysis of a large amount of secondary data (industry reports press releases columns about eSports and blogs). Using a reverse approach with primary and secondary data we were able to ensure that all information based on the secondary data set was consistent with the expert interviews and this was the basis for our interviewee research. As part of this process we asked our respondents to describe the motivational factors behind their social media engagement. The main goal of this study was based on the multidimensionality and effectiveness of the interaction of referral marketing with classic marketing mix tools. Applying a qualitative methodological approach the article investigates the individual attitude of consumers to behavior in social networks. Through the prism of personal brand development it is understood that people tend to imitate other people and listen to their opinion. The obtained results help to gain more knowledge about consumers from the point of view of their involvement in marketing communication.

МЕТОДИКА ВИКОРИСТАННЯ ВЕБ-СЕРІАЛІВ У СУЧАСНІЙ РЕКЛАМНІЙ КАМПАНІЇ

The article proves that classic marketing communications today face total mistrust on the part of potential consumers, primarily direct aggressive marketing. That is why brands are looking for new channels of communication and influence on the audience. The web series format is perfect for this because it combines storytelling, video content and influencer marketing. In addition, this form of marketing communications promotes maximum interaction of the potential consumer with the content. The main emphasis in the article is on the development of the method of using web series as an effective tool of modern marketing communications. The article proves that the development of web series naturally occurred in parallel with the development of the Internet. Proved similarities between TV and web series. An author's classification of modern web series is proposed, according to which horizontal, vertical, mixed and anthology formats are distinguished. Using the example of the first Ukrainian advertising web series "Free Money", filmed for Freedom Finance Ukraine LLC, the implementation mechanism of such a project was analyzed and an attempt was made to develop a methodology for using web series in modern advertising companies. It has been proven that web series have much broader tasks, bolder moves, more flexible timing and opportunities to raise more pressing topics compared to classic advertising tools. It has been proven that the main aspects of the popularity and effectiveness of a web series as an advertising tool are: non-standard format for the Ukrainian advertising market, beautiful, high-quality and expensive picture, full-fledged drama, professional, popular and experienced actors and working with a brand without a product placement format.