Innovative technologies impression management in digital marketing
The development and implementation of marketing innovations in market conditions is the only way to increase competitiveness and support high rates of development of organizations and their brands. Marketing innovations are aimed at more fully meeting the needs of consumers, opening new sales markets in order to increase sales, which is the key to the successful development of the organization. The role of the sociopsychological component in the process of managing digital marketing in the impression economy is growing. Therefore, in order to ensure the integrity and adequacy of the user’s perception of a multimedia product, recommendations for digital marketing management should combine a description of both the production-technological and sociopsychological components.
Today, in addition to traditional advertising methods of influencing the end consumer, there are also methods using innovative technologies. They appeared relatively recently, but have already gained wide distribution among manufacturers and warm approval of the target audience. Innovative advertising is based on the use of serious technical support, the latest computer technologies and non-standard ways of presenting information in promotions. The conceptual basis of modern marketing technologies is the economy of impressions. This concept focuses the multimedia content developer’s attention on the need to create impressions for the user. Only impressions and received emotions can motivate users to take targeted actions. The author’s recommendations on this issue in modern scientific studies suggest relying on the goals of the developer company, the intuition of the staff, and comparison with competitive multimedia products in the selected segment of the target audience. However, this approach is based on the interests of the developer, not the interests of the user. In our opinion, the decision to take into account the socio-psychological component in the development of multimedia product should be based on a combination of 3 components:
- The company’s own experience and existing corporate style.
- Analysis of competitors’ activities and emotional intelligence.
- Empathy for the values, emotions, impressions of users using modern methods that allow this to be implemented, in particular the design thinking method.
Ensuring the self-identification of the enterprise in the digital environment should be based on the balance of the enterprise’s own self-expression, taking into account the trends of digital marketing and competitive activity, as well as empathy for the values, emotions, and impressions of users. By empathy, we understand the ability of the enterprise to understand and share the values, emotions, and impressions of users.
Preference only to one’s own style means the company is fixated on its own beliefs and vision, and lack of consideration of modern digital marketing trends and user preferences;
Advantage over copying competitors - means copying the activities of competitors, which will not allow the enterprise to stand out from others and transfer corporate values to the user;
Preference for user satisfaction means focusing only on the needs of users, which in turn can destroy the self-identification of the company’s brand, its development history, etc.
Therefore, the most optimal option is to maintain a balance, taking into account the interests of all three parties: the company, competitors, consumers.