Digital Marketing Communications for Sustainable Company Development

DOI

10.2991/aebmr.k.211118.030How to use a DOI?

Keywords

digital marketing communications; resilient communication infrastructure; communication strategy

Abstract

Companies’ sustainable development requires the use of digital marketing communications as the most effective means of interaction with the consumer. The article presents the method of selecting digital marketing communications based on the Rossiter-Percy matrix method. The study analyses the features of different approaches to the development of a communication strategy, sets out the main principles and stages of the development of the company’s communication strategy. The proposed methodology allows connecting the motivation and involvement of consumers in the purchase process with the choice of a set of marketing communications. The results of the authors’ study recommend the use contextual advertising, search optimization of the site, running contests on social networks, placing banners and teasers on thematic and popular portals, posting news articles, recipes, information about participation and victories in industry competitions on the company’s site and other industry media.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Natalya Izakova
AU  - Larisa Kapustina
AU  - Elizaveta Makovkina
AU  - Kseniya Elkina
PY  - 2021
DA  - 2021/11/29
TI  - Digital Marketing Communications for Sustainable Company Development
BT  - Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021)
PB  - Atlantis Press
SP  - 163
EP  - 167
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211118.030
DO  - 10.2991/aebmr.k.211118.030
ID  - Izakova2021
ER  -