Діджитал-комунікації як інструмент сучасної маркетингової підтримки розвитку підприємств

Abstract

В статті розглядаються теоретико-методологічні аспекти застосування діджитал-комунікацій на прикладі підприємств транспортно-логістичної системи. На основі дослідження виявлені зміни у поведінці споживачів, які пов’язані з цифровими технологіями. Розвинутий механізм застосування інструментів діджитал-комунікацій, який дозволяє підприємствам в сучасних умовах швидко реагувати на зміни у зовнішньому середовищі та сприяє підвищенню ефективності маркетингової підтримки розвитку підприємств ТЛС. Запропоновані дії щодо впровадження сучасних методів залучення споживачів на основі прозорості інформації, доступності підприємства та застосування зручного функціоналу. Ключові слова: діджитал-комунікації, цифрові маркетингові комунікації, підприємства транспортно-логістичної системи, поведінка споживачів, маркетингова підтримка.

The article considers the theoretical and methodological aspects of the use of digital communications on the example of the enterprises of transport and logistics system (TLS). The results of the study of con-sumers of transport and logistics services have been presented, which show a change in consumer behavior related to digital technology. Thus, about 80% of respondents have said that before booking transportation and logistics services they carefully study online the information about the company, its website, read reviews and blogs. The manner of reading information has also changed: it is read by headers and sidebars and, if necessary, in detail. The interest for mobile add-ons, that allow one to maintain communication with the company, to track the movement of cargo and to adjust the appropriate action, is also significant. Based on the results of the study, there has been suggested a mechanism of the usage of digital communications tools which will facilitate the develop-ment of the enterprises of transport and logistics system in modern conditions. The mechanism is based on the realization of such areas as the creation and optimization of the web site, communication in social networks, the usage of interactive communication and the availability of information in real time, as well as the optimization of communication tools. The creation and optimization of sites requires a user-friendly functionality, an original infographic, modern trends in design, a quality content, the usage of digital storytelling, video, neuro-marketing and search engine optimization. Communications in social networks involve the creation of pages in social networks and the support of contacts with consumers and other stakeholders, the cooperation with bloggers - opinion leaders in order to create a relationship of trust, the development of loyalty groups and brand communities. The use of interactive com-munication is based on the address communication of the enterprises of transport and logistics system with each client through the use of address subscription for information, interactive dialogue, identification of attitudes, preferences and individual interests of consumers, conducting on-line consultations and polls. Seizing the opportunities for obtaining information in real time includes the monitoring of social networks, blogosphere and publications regarding the company, the analysis of its presence in the social networks, as well as the adoption of the fastest and most flexible solutions regarding communications. The optimization of communication tools is based on the development and implementation of the strategy of the continuous presence of the enterprise in the virtual space and the improvement of the interaction with customers, as well as the use of mobile data, mobile applications and cloud technologies to communicate with customers. The implementation of the mechanism of the use of digital communications will enable the use of opportunities presented by digital communications, including a quick establishment of communication between the enterprise and consumers, making flexible decisions, being constantly in touch, monitoring applications, and will also contribute to the development of trust between businesses and consumers. Keywords: digital communications, digital marketing communications, enterprises of transport and logistics system, consumer behavior, marketing support.