IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS
The efficiency of use of digital channels has been analyzed, based on the results of a study, carried out on the example of trade centers in Russia. The basic trends of the advertising market and prospects of its development have been examined. Advantages and disadvantages of the most promising type...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2019-06-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/1504 |
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| _version_ | 1832541813310750720 |
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| author | A. Krylov G. Kuzina I. Golyshkova R. Yazintsev |
| author_facet | A. Krylov G. Kuzina I. Golyshkova R. Yazintsev |
| author_sort | A. Krylov |
| collection | DOAJ |
| description | The efficiency of use of digital channels has been analyzed, based on the results of a study, carried out on the example of trade centers in Russia. The basic trends of the advertising market and prospects of its development have been examined. Advantages and disadvantages of the most promising types of communication, namely the content and mobile advertising, have been identified. The approach based on the use of cross-platform planning has been offered. The recommendations at the choice of the digital tools for companies of small, medium and large businesses have been given, the efficiency indicators have been adduced. |
| format | Article |
| id | doaj-art-2c89ef8284624c3c888049817f973d6d |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2019-06-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-2c89ef8284624c3c888049817f973d6d2025-02-04T08:27:59ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152019-06-0106192610.26425/1816-4277-2019-6-19-261392IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELSA. Krylov0G. Kuzina1I. Golyshkova2R. Yazintsev3State University of ManagementState University of ManagementState University of ManagementState University of ManagementThe efficiency of use of digital channels has been analyzed, based on the results of a study, carried out on the example of trade centers in Russia. The basic trends of the advertising market and prospects of its development have been examined. Advantages and disadvantages of the most promising types of communication, namely the content and mobile advertising, have been identified. The approach based on the use of cross-platform planning has been offered. The recommendations at the choice of the digital tools for companies of small, medium and large businesses have been given, the efficiency indicators have been adduced.https://vestnik.guu.ru/jour/article/view/1504target audienceinternet advertisingbrandtargetingcross-platform planning |
| spellingShingle | A. Krylov G. Kuzina I. Golyshkova R. Yazintsev IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS Вестник университета target audience internet advertising brand targeting cross-platform planning |
| title | IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS |
| title_full | IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS |
| title_fullStr | IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS |
| title_full_unstemmed | IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS |
| title_short | IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS |
| title_sort | improving the efficiency of business communications based on the use of digital channels |
| topic | target audience internet advertising brand targeting cross-platform planning |
| url | https://vestnik.guu.ru/jour/article/view/1504 |
| work_keys_str_mv | AT akrylov improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels AT gkuzina improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels AT igolyshkova improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels AT ryazintsev improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels |