IDENTIFICATION OF TOOLS FOR THE PROMOTION OF INNOVATIVE MARKETING IN E-COMMERCE

Authors

DOI:

https://doi.org/10.31073/foodresources2023-20-19

Keywords:

innovation, promotion tools, innovative marketing, e-commerce, social networks, digital content.

Abstract

Subject. A set of theoretical, methodical and practical aspects of е-promoting innovative marketing. Purpose. Theoretical and methodological substantiation and development of practical recommendations for improving tools for promoting innovative marketing in e-commerce. Methods. The presented research is based on the following scientific methods: theoretical generalization and grouping – for structuring tools for promoting innovative marketing in e-commerce; methods of comparison, formalization and synthesis – to identify promising tools for the promotion of innovative marketing in e-commerce; principles of scientific content analysis – to identify varieties of types of digital content in social networks. Results. The article is devoted to the consideration of tools for promoting innovative marketing in e-commerce, such as: Paid Media, Earned Media, Shared Media, Owned Media. The traffic sources of TOP-5 online stores of the world and Ukraine were analyzed and it was established that social networks in e-commerce are a promising promotion tool. It was found that unique content is the basis of the success of a profile in social networks. A study of the use of social media in the world such as: Facebook and Instagram was carried out. It was found that entertaining content is the best trigger for attracting the audience to any interaction, taking into account the affective impact on a person. Facebook is characterized by the popularity of special offers, and Instagram is dominated by such a variety of content as interesting thematic selections and life hacks. Content is better perceived on Facebook, as the age of users is 30+, and users spend more time on social networks, the purchasing power of the audience also being an important factor. Scope of research results. The results of the study can be used in the organization of innovative marketing at enterprises in e-commerce, taking into account the innovative potential of the enterprise and the financial support of marketing management.

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Published

2023-06-27

How to Cite

Gamova, I. . (2023). IDENTIFICATION OF TOOLS FOR THE PROMOTION OF INNOVATIVE MARKETING IN E-COMMERCE. FOOD RESOURCES, 11(20), 202–210. https://doi.org/10.31073/foodresources2023-20-19

Issue

Vol. 11 No. 20 (2023): Food Resources

Section

Економічні науки

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