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An Innovative Approach to the Organization of the Company's Activities Based on the Use of Digital Technologies for Brand Promotion

https://doi.org/10.21869/2223-1552-2024-14-2-160-174

Abstract

The relevance of the research is determined by the need to adapt the activities of enterprises to the rapidly developing digital environment, which requires regular revision of the promotion strategy and adaptation to the new changing conditions shaping the business landscape. 

The purpose of the study is to develop an innovative approach to the organization of the company's activities based on the use of digital technologies for brand promotion in the face of changes, as well as to determine the directions of their practical implementation.

The objectives of the research are to determine the theoretical and methodological foundations for the formation and implementation of a brand promotion strategy in the company's activities; substantiate the role of digital technologies in the brand promotion strategy of a modern enterprise; develop an innovative approach to the organization of the company's activities based on the use of digital brand promotion technologies.

Methodology. The paper uses the method of theoretical analysis, the method of classification, synthesis, deduction and induction. The following practical research methods are used: observation method, analysis of collected data, description, economic analysis, comparison method, systematic approach. The applied empirical research methods include: choosing a platform for posting content, ways and channels of influencing the consumer audience of an Internet resource. 

The results. The elements of an innovative approach to the organization of an enterprise's activities based on the use of digital brand promotion technologies are revealed: the procedure for analyzing content and determining its compliance with the target audience; segments of the target audience for interaction in the process of brand promotion; main and additional promotion channels; options for creating a communication strategy; metrics used to assess the effectiveness of a brand promotion strategy. The stages of digital content creation are highlighted and the author's recommendations for their improvement are proposed.

Conclusions. An innovative approach to brand promotion using digital promotion technologies is presented, the uniqueness of which consists in the use of updated basic elements and digital tools at each stage of the strategy, allowing to increase the adaptability of the enterprise to changing environmental conditions.

About the Authors

S. V. Ponomarev
Kaluga Branch of the Financial University under the Government of the Russian Federation
Russian Federation

Sergey V. Ponomarev, Candidate of Sciences (Physics and Mathematics), Associate Professor of the Department of Business Informatics and Higher Mathematics

17 Chizhevsky Str., Kaluga 248016



O. S. Krainova
Institute of Food Technology and Design ‒ Branch of Nizhny Novgorod State University of Engineering and Economics
Russian Federation

Olga S. Krainova, Candidate of Sciences (Economics), Associate Professor, Associate Professor of the Department of Design, Engineering and Service Technologies

22A Oktyabrskaya Str., Nizhny Novgorod Region, Knyaginino 606340



L. V. Moskovtseva
Lipetsk Branch of the Russian Presidential Academy of National Economy and Public Administration
Russian Federation

Larisa V. Moskovtseva, Doctor of Sciences (Economics), Professor, Professor of the Department of State, Municipal Service and Management

3 Internatsionalnaya Str., Lipetsk 398050



S. V. Plyasova
Financial University under the Government of the Russian Federation
Russian Federation

Svetlana V. Plyasova, Candidate of Sciences (Economics), Associate Professor of the Department of Corporate Finance and Corporate Governance

49/2 Leningradsky Ave., Moscow 125167



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For citations:


Ponomarev S.V., Krainova O.S., Moskovtseva L.V., Plyasova S.V. An Innovative Approach to the Organization of the Company's Activities Based on the Use of Digital Technologies for Brand Promotion. Proceedings of the Southwest State University. Series: Economics. Sociology. Management. 2024;14(2):160-174. (In Russ.) https://doi.org/10.21869/2223-1552-2024-14-2-160-174

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