Pp. 3-6

DOI: 10.24412/2071-3762-2023-3309-3-6
Modern Creativity in Marketing: New Approaches and Trends

Duryagin Alexey Sergeyevich, Creative Director, ASAP Agency & Production (creative agency and production); 11-13с1, Yakovoapostolsky Lane, Moscow, Russia, 105064 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Modern marketing is becoming increasingly competitive and sophisticated. Marketing creativity now plays an important role in creating an attractive brand image and highlighting it against the background of a large number of advertisements. This article explores new approaches and trends in modern creativity: using artificial intelligence, engaging consumers, creating brand ecosystems, personalizing and creating content, using mobile creativity, AR/VR technology, video content and eco-friendly creativity. There are examples of creative campaigns that successfully use these approaches and trends in marketing. One example is the Nike campaign that used artificial intelligence to create personalized advertising banners. Another example in the paper is the Coca-Cola advertising campaign, in which a brand-ecosystem is created that includes various activities and content. The article concludes by stating that it is important for marketers to be aware of new trends and approaches in contemporary creativity in order to create more effective campaigns and achieve business goals, attracting the audience attention and increasing their loyalty to the brand.

Keywords: marketing; creativity; new approaches; trends; AR/VR technologies; video content; mobile creativity; eco-friendly creativity.

Pp. 7-19

DOI: 10.24412/2071-3762-2023-3309-7-19
Analysis of Central Tendency and Consumer Estimates Disparity of Ideal and Real Market Objects

Zakuskin Sergey Viktorovich, Ph.D. in Technical Sciences, Deputy General Director, Compass Research Agency LLC; 60 Oktyabrskaya Str., bldg. 2 , Moscow, Russia, 127521 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The seemingly obviousness of the presented data processing methods should not create the illusion of simplicity of the task – confidence that the processing results will correspond to the studied market situation, appears only when they are applied correctly. Only in this case, based on the findings of the study it is possible to develop effective recommendations to promote the product / brand / company.

Keywords: marketing research data processing; measurement scales; marketing data transformation; quantification of measurement scales; central tendency; factor analysis; discriminant analysis.

Pp. 20-29

DOI: 10.24412/2071-3762-2023-3309-20-29
Marketing Aspects of Role Participation of Universities in Ensuring Conditions for Digital Transformation Implementation

Bondarenko Victoria Andreyevna, Doctor of Economics, Associate Professor, Head of Marketing and Advertising Department, Rostov State University of Economics (RSUE); 69 B. Sadovaya St., Rostov-on-Don, Russia, 244002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rybalko Maria Alexandrovna, Ph.D. in Economics, Associate Professor, Associate Professor of the Marketing Department, Lomonosov Moscow State University; 1 Leninskiye Gory; Moscow, Russia, 119991 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of this article is to specify the areas of role participation of universities, through marketing activities, in the ongoing changes in the implementation of steps to achieve the target indicators of IT training and digital literacy to ensure the digital transformation of the Russian economy. The range of tasks faced by universities in this direction is extended based on the analysis of strategic policy documents, results of empirical research and understanding the processes implemented in the higher education. The methods of comparison and synthesis of the obtained information, data grouping, comparison of marketing research results, as well as analysis and synthesis are used to formulate consistent conclusions. An approach is justified, according to which universities, within the framework of attitudinal marketing paradigm, in addition to cooperation with industrial partners within the educational and research track with involvement of students already studying, continuous professional development of employees in terms of digital competences, modification of educational programmes and developing additional professional education in digital technologies, should strengthen the popularization component (through marketing communications) for studying in IT areas and developing digital literacy. This involves joint communication work with industrial partners on the involvement of schoolchildren and preschool children in digital literacy that will increase the number of applicants to IT areas and the digital culture development in the society.

Keywords: marketing; communications; university; digital literacy; digital competencies; development; popularization; digital transformation.

Pp. 30-37

DOI: 10.24412/2071-3762-2023-3309-30-37
Internal Branding in Innovative Companies Based on Emotional Marketing Discovery

Solovieva Dina Vitalievna, Candidate of Economics, Associate Professor of the Faculty of Technological Management and Innovation, ITMO University, Kronverksky pr., 49, letter A, St. Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the formation of an internal brand in innovation-active organizations based on the concept of emotional marketing. The article describes the author’s method, which includes an algorithm and models for analyzing the brand and its environment, the formation of strategic and tactical decisions for the development and development of the brand. The method is based on the idea of the balance of rational and emotional factors of brand formation. The method is intended for employees whose field of activity includes tasks related to internal branding: marketers, HR specialists, internal communications specialists, and others. The article also presents the approbation of the author’s method on the example of an innovatively active organization.

Keywords: internal brand; branding; internal branding; brand strategy; innovation-active organization; marketing; emotional marketing.

Pp. 38-41

DOI: 10.24412/2071-3762-2023-3309-38-41
Selection of Goods in the Market: Biocybernetic Aspect

Isaev Alexander Arkadyevich,Doctor of Economics, Professor of the Marketing and Trade Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Belozertseva Natalya Petrovna,PhD in Economics, Associate Professor, Marketing and Trade Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaev Oleg Alexandrovich,Postgraduate student of the Economics and Management Department, Vladivostok State University; 41 Gogol St., Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article outlines the basics of cybernetic anthropology, which considers a person as a biorobot that functions on the basis of certain programs. The main provisions of the theory of goods selection in the market (the theory of making a purchase decision) are revealed. This theory is an applied direction of psychoprogrammistics, the content of which is the inborn programs (algorithms) of a person as a biorobot.

Keywords: cybernetic anthropology; psychoprogrammistics; theory of product selection in the market.

Pp. 42-48

DOI: 10.24412/2071-3762-2023-3309-42-48
Role of Marketplaces while Implementing Various Types of Advertising Campaigns

Maryana Alexandrovna Sheynina, PhD in Economics, senior lecturer of the Department of Advertising and Public Relations in the Media Industry, Moscow Polytechnic University, 38 Bolshaya Semyonovskaya St., Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Marketplaces as promotion channels have existed on the Russian market for several years. During this period, the advertising functionality and the ability to reach the audience on marketplaces have increased markedly. There is a noticeable increase in advertisers’ budgets for promotion in retail media, which is explained by the constant growth in traffic to these sites and the development of advertising tools. The advertising coverage of the audience in retail media is comparable to the largest sites in the Russian segment of the Internet. The existing functionality allows you to implement campaigns of various types (image, product, trade). In fact, inside the marketplace, you can implement the whole range of promotion, starting with organic promotion, contextual advertising, implementation of outreach campaigns, support for trade promotions to direct communications with existing or potential customers. It is possible to use marketplace audience data when promoting on external sites using programmatic technology. There are two types of campaigns: retail media is part of the advertising mix and retail media is the main or the only channel of promotion, which allows different categories of advertisers to use this channel.

Keywords: marketplaces; marketing communications on the Internet; promotion on the Internet; digital communications; advertising campaign; promotion in retail media.

Pp. 49-52

DOI: 10.24412/2071-3762-2023-3309-49-52
Analysis of Contextual Advertising Impact on Conversion in Digital Marketing

The article presents a study based on the hypothesis of the positive impact of contextual advertising on conversion in digital marketing, as well as the importance of choosing the right methodology for its effective use. The results of the data analysis confirmed the increase in conversion due to the use of contextual advertising. The group with contextual advertising showed a higher average conversion rate than the group without contextual advertising. Additional analysis revealed that contextual advertising methods based on keywords and retargeting have a higher effect on conversion than geotargeting. It is also found that daytime advertising has a higher conversion rate than evening and nighttime. These results are important for digital marketers, helping them to make informed decisions when developing advertising campaigns. The results of this study emphasize the importance of contextual advertising and the correct choice of methodology and timing of advertising to achieve the best results in digital marketing. Further research may include analyzing other factors and comparing the effectiveness of contextual advertising with other types of advertising to cover this topic more comprehensively.

Keywords: contextual advertising; conversion; digital marketing; retargeting; geotargeting; advertising campaign; audience coverage.