Improving the model of digital marketing communication on the example of a funeral service agency
The article discusses marketing tools for promotion of funeral services wi thin the framework of the digital marketing communications model. The key characteristics of consumers’ perception of these services, the features and methods of effectiveness improvement of marketing promotion in the digital...
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the State University of Management
2024-03-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/5025 |
| _version_ | 1797243587913580544 |
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| author | P. Yu. Tazov |
| author_facet | P. Yu. Tazov |
| author_sort | P. Yu. Tazov |
| collection | DOAJ |
| description | The article discusses marketing tools for promotion of funeral services wi thin the framework of the digital marketing communications model. The key characteristics of consumers’ perception of these services, the features and methods of effectiveness improvement of marketing promotion in the digital environment are highlighted. Practical implementation of marketing tools on the example of a funeral agency is considered with special attention. It is proved that effectiveness improvement of the enterprise website as a model of digital marketing communication in the context of the specifics of the services perception by target audience largely depends on the formation of trust through various communication tools. Within the framework of the mo del developed by the author it is substantiated that the maximum effect from the marketing tools implementation can be achieved only in the unity of all its functions (informational, communicative, marketing, interactional, reputational). Moreover, as a result of the analysis, it was discovered that the most important function for consumers, due to the market specifics, is the reputa tional function. On the basis of this conclusion, the company was rebranded and the website was transformed. The made changes, as shown by statistics, have had a positive impact on the website effectiveness. |
| first_indexed | 2024-04-24T18:57:30Z |
| format | Article |
| id | doaj.art-8a30ba01a9934111853a580a9c3a5fb2 |
| institution | Directory Open Access Journal |
| issn | 1816-4277 2686-8415 |
| language | English |
| last_indexed | 2024-04-24T18:57:30Z |
| publishDate | 2024-03-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj.art-8a30ba01a9934111853a580a9c3a5fb22024-03-26T14:23:17ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152024-03-0101202810.26425/1816-4277-2024-1-20-282995Improving the model of digital marketing communication on the example of a funeral service agencyP. Yu. Tazov0State University of ManagementThe article discusses marketing tools for promotion of funeral services wi thin the framework of the digital marketing communications model. The key characteristics of consumers’ perception of these services, the features and methods of effectiveness improvement of marketing promotion in the digital environment are highlighted. Practical implementation of marketing tools on the example of a funeral agency is considered with special attention. It is proved that effectiveness improvement of the enterprise website as a model of digital marketing communication in the context of the specifics of the services perception by target audience largely depends on the formation of trust through various communication tools. Within the framework of the mo del developed by the author it is substantiated that the maximum effect from the marketing tools implementation can be achieved only in the unity of all its functions (informational, communicative, marketing, interactional, reputational). Moreover, as a result of the analysis, it was discovered that the most important function for consumers, due to the market specifics, is the reputa tional function. On the basis of this conclusion, the company was rebranded and the website was transformed. The made changes, as shown by statistics, have had a positive impact on the website effectiveness.https://vestnik.guu.ru/jour/article/view/5025funeral servicesfuneral services marketingfuneral services promotiondigital marketingmarketing communicationsfuneral agency website |
| spellingShingle | P. Yu. Tazov Improving the model of digital marketing communication on the example of a funeral service agency Вестник университета funeral services funeral services marketing funeral services promotion digital marketing marketing communications funeral agency website |
| title | Improving the model of digital marketing communication on the example of a funeral service agency |
| title_full | Improving the model of digital marketing communication on the example of a funeral service agency |
| title_fullStr | Improving the model of digital marketing communication on the example of a funeral service agency |
| title_full_unstemmed | Improving the model of digital marketing communication on the example of a funeral service agency |
| title_short | Improving the model of digital marketing communication on the example of a funeral service agency |
| title_sort | improving the model of digital marketing communication on the example of a funeral service agency |
| topic | funeral services funeral services marketing funeral services promotion digital marketing marketing communications funeral agency website |
| url | https://vestnik.guu.ru/jour/article/view/5025 |
| work_keys_str_mv | AT pyutazov improvingthemodelofdigitalmarketingcommunicationontheexampleofafuneralserviceagency |