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2 2021

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THE ROLE OF EDUCATIONAL CONTENT IN A DIGITAL MARKETING STRATEGY

100%

KNIHOVÁ L.

nr 1

162 - 179

Being under the pressure of uncertain times, galloping technology and dynamic changes in customer behaviour, companies hold their business managers accountable for fostering greater organisational achievements. While marketing budgets are shrinking, marketing professionals must deal with ongoing media fragmentation and declining advertisement performance. In their attempt to seek innovative communication channels, companies have started to recognise the high potential of customer education. This study’s objective is to identify, analyse and interpret the role of educational content in a digital marketing strategy. Educational content, formats and platforms are examined with the aim of suggesting efficient changes in the design of digital communication strategies appropriate to technology brands. The author has devised a Digital Communication Maturity Assessment Model as a tool for companies to carry out a reliable internal audit of digital communication processes. Based on the Fogg Behaviour Model, new types of customer relationships can be built with the help of relevant educational content which has been carefully crafted and adapted for customer-immersive learning. The insight into educational content implementation in technology brands’ digital communication represents an added value to this study. To further elaborate on the topic, the author suggests new opportunities for future research as well as specific research avenues.

Advantages of using direct marketing in the sales activities of the enterprise

80%

Zarichna O.

tom z. 154

365--374

Purpose: The aim of the article is a study of the development of the concept of "direct marketing", research of the methodological and informative providing of realization of direct sale in activity of sale enterprises. To achieve the goal, the following tasks are set: systematization, comparison and analysis of theoretical approaches of the Ukrainian and foreign scientists, is to essence of concept "direct marketing"; researches of basic instruments of realization of direct sale by the performers of entrepreneurial activities; determinations of advantages and lacks of the use of the direct marketing are in activity of enterprises; grounds of the use of the direct - marketing are in activity of sale enterprises. Design/methodology/approach: To the article were used methods of comparison, grouping and generalization – for research and analysis of opinion of scientists in relation to development of the direct marketing, method of systems analysis – for systematization of modern forms of the direct marketing and ground of them role in the sale activity of enterprises, and also formulating of conclusions. Findings: The analysis of scientific labours and researches in relation to the use of the direct marketing in activity of the Ukrainian enterprises showed that the direct marketing was the special form, process, method of effective realization of sale of products, in the modern business conditions. Practical implications: Researched in the article modern forms of the direct marketing show that today, their use in the sale activities of enterprises not only facilitates the sale of goods and services at the market, but also allow to form effective, direct of long duration relations with consumers, to choose effective marketing strategy and program of actions, which influences on informing of market environment, growth of having a special purpose audience, increase of volumes, sale and expansion of limits of realization of business. Originality/value: The article contains the validity of the practical use of modern forms of direct marketing in the activities of Ukrainian enterprises: Premium Food (Mr. Grill), LTS “Solomia”, “Rodinna kovbaska”, “Henkel Bautekhnik Ukraine”, TM “Curtis” and others.