Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences Вестник Кемеровского государственного университета. Серия: Политические, социологические и экономические науки 2500-3372 2542-1190 37845 10.21603/2500-3372-2020-5-2-263-269 ЭКОНОМИЧЕСКИЕ НАУКИ ECONOMICS SCIENCES ЭКОНОМИЧЕСКИЕ НАУКИ Digital Marketing Evolution Трансформация технологий маркетинга в цифровой среде https://orcid.org/0000-0001-7145-6775 Шадрин Владислав Георгиевич Shadrin Vladislav G. vladii@mail.ru Котова Ольга Николаевна Kotova Olga N. onkotova@yandex.ru

кандидат экономических наук;

candidate of economic sciences;

 Кемеровский государственный университет Кемерово Россия Kemerovo State University Kemerovo Russian Federation Кузбасский государственный технический университет им. Т. Ф. Горбачева Кемерово Россия T. F. Gorbachev Kuzbass State Technical University Kemerovo Russian Federation Кемеровский государственный университет Кемерово Россия Kemerovo State University Kemerovo Russian Federation 5 2 263 269 https://jstrategizing.kemsu.ru/en/nauka/article/37845/view

Изменения в способах ведения бизнеса и поведения потребителей привели к эволюции маркетинга и появлению нового содержания комплекса маркетинга, что и явилось предметом исследования данной работы. Цель – изучить содержание Marketing 4.0 и изменение связей между брендом и потребителем. Проведен анализ изменений концепций маркетинга, доказано, что в настоящее время потребители являются соучастниками маркетинговых коммуникаций. Определена особая ценность интернет-сообщества и лидеров мнений, информацию которых потребитель считает более релевантной. Выявлено значение социальных сетей и мессенджеров для формирования концепции сообществ, влияние коммуникаторов сообществ из клиентов, а также возрастающая значимость кастомизации и персонализации при продвижении брендов и продуктов в эпоху диджитализации. Отмечено, что огромную роль начинает играть потребительский опыт и получение удовольствия от маркетингового взаимодействия. В результате соединения в целое полученных ранее материалов было определено изменение в комплексе маркетинга в цифровой экономике с 4Р на 4С и возникновение сообществ потребителей, ориентированных на поиск информации в интернет-­среде, нелояльных к традиционным способам маркетинговых коммуникаций.

Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.

 цифровой маркетинг комплекс маркетинга маркетинговые коммуникации продажи потребитель лояльность digital marketing marketing complex marketing communications sales consumer loyalty

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