Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation)

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференции

Выдержка

The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful
Язык оригиналаанглийский
Название основной публикацииThe 34th IBIMA Conference
СостояниеПринято в печать - ноя 2019
СобытиеThe 34th IBIMA Conference - Мадрид, Испания
Продолжительность: 13 ноя 201914 ноя 2019

Конференция

КонференцияThe 34th IBIMA Conference
СтранаИспания
ГородМадрид
Период13/11/1914/11/19

Отпечаток

Russia
Purchase
Digital marketing
Marketing tools
Consumer behaviour
Communication
Field research
Factors

Цитировать

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title = "Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation)",
abstract = "The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful",
author = "Molchanov, {Nikolay N.} and Muraveva, {Oksana S.} and Makarova, {Maria S.}",
year = "2019",
month = "11",
language = "English",
isbn = "9780999855133",
booktitle = "The 34th IBIMA Conference",

}

Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation). / Molchanov, Nikolay N. ; Muraveva, Oksana S.; Makarova, Maria S.

The 34th IBIMA Conference . 2019.

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференции

TY - GEN

T1 - Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation)

AU - Molchanov, Nikolay N.

AU - Muraveva, Oksana S.

AU - Makarova, Maria S.

PY - 2019/11

Y1 - 2019/11

N2 - The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful

AB - The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful

UR - https://ibima.org/conference/34th-ibima-conference/

UR - https://ibima.org/accepted-paper/analysis-of-the-impact-of-digital-marketing-tools-on-consumers-the-case-of-st-petersburg-russian-federation/

M3 - Conference contribution

SN - 9780999855133

BT - The 34th IBIMA Conference

ER -