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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Autores principales:	A. Krylov, G. Kuzina, I. Golyshkova, R. Yazintsev
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2019
Materias:	target audience internet advertising brand targeting cross-platform planning Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/2c89ef8284624c3c888049817f973d6d
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spelling	oai:doaj.org-article:2c89ef8284624c3c888049817f973d6d2021-12-03T07:43:29ZIMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS1816-42772686-841510.26425/1816-4277-2019-6-19-26https://doaj.org/article/2c89ef8284624c3c888049817f973d6d2019-06-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/1504https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The 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.A. KrylovG. KuzinaI. GolyshkovaR. YazintsevPublishing House of the State University of Managementarticletarget audienceinternet advertisingbrandtargetingcross-platform planningSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 6, Pp 19-26 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	target audience internet advertising brand targeting cross-platform planning Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	target audience internet advertising brand targeting cross-platform planning Sociology (General) HM401-1281 Economics as a science HB71-74 A. Krylov G. Kuzina I. Golyshkova R. Yazintsev IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS
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
author	A. Krylov G. Kuzina I. Golyshkova R. Yazintsev
author_facet	A. Krylov G. Kuzina I. Golyshkova R. Yazintsev
author_sort	A. Krylov
title	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_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_sort	improving the efficiency of business communications based on the use of digital channels
publisher	Publishing House of the State University of Management
publishDate	2019
url	https://doaj.org/article/2c89ef8284624c3c888049817f973d6d
work_keys_str_mv	AT akrylov improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels AT gkuzina improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels AT igolyshkova improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels AT ryazintsev improvingtheefficiencyofbusinesscommunicationsbasedontheuseofdigitalchannels
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IMPROVING THE EFFICIENCY OF BUSINESS COMMUNICATIONS BASED ON THE USE OF DIGITAL CHANNELS

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