Digital place marketing: interaction practices with target audiences
The article analyzes how the authorities and territorial administrations use marketing tools of interaction with various groups of the local population and tourists. The relevance of the research lies in the increasing role of regional government bodies in ensuring stable socio-economic territorial...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2022-09-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/3683 |
| _version_ | 1797243742012309504 |
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| author | V. I. Aleshnikova |
| author_facet | V. I. Aleshnikova |
| author_sort | V. I. Aleshnikova |
| collection | DOAJ |
| description | The article analyzes how the authorities and territorial administrations use marketing tools of interaction with various groups of the local population and tourists. The relevance of the research lies in the increasing role of regional government bodies in ensuring stable socio-economic territorial development in the conditions of the digital economy, external and internal threats, crises, sanctions limitations, as well as in the urgent need for a marketing approach in the management of the territories. The aim of the study is to identify the best practices for using tools for interaction between regional administrations and target audiences and the quality of response to their requests. A set of scientific representations and conceptual developments of Russian and foreign scientists in the field of territory marketing, methods of comparative expert analysis and marketing research formed the methodological basis of the study. The study formulated the main reasons for the use of digital marketing tools in the management of territories. The author raises the problem of formation of competencies among specialists of regional administrations on the use of marketing tools. The research identifies the main types of interactive tools for communication with an external and internal target audience. It assesses the practice of regional administration cooperation with the target audience. The practical value of the study lies in the possibility of using conclusions and recommendations to organize effective interaction of regional administrations with external and internal target audiences. |
| first_indexed | 2024-03-08T04:18:49Z |
| format | Article |
| id | doaj.art-bbafde4d04c04ddc8789a8d40353d2bb |
| institution | Directory Open Access Journal |
| issn | 1816-4277 2686-8415 |
| language | English |
| last_indexed | 2024-04-24T18:59:57Z |
| publishDate | 2022-09-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj.art-bbafde4d04c04ddc8789a8d40353d2bb2024-03-26T14:23:11ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152022-09-0117718110.26425/1816-4277-2022-7-71-812515Digital place marketing: interaction practices with target audiencesV. I. Aleshnikova0State University of ManagementThe article analyzes how the authorities and territorial administrations use marketing tools of interaction with various groups of the local population and tourists. The relevance of the research lies in the increasing role of regional government bodies in ensuring stable socio-economic territorial development in the conditions of the digital economy, external and internal threats, crises, sanctions limitations, as well as in the urgent need for a marketing approach in the management of the territories. The aim of the study is to identify the best practices for using tools for interaction between regional administrations and target audiences and the quality of response to their requests. A set of scientific representations and conceptual developments of Russian and foreign scientists in the field of territory marketing, methods of comparative expert analysis and marketing research formed the methodological basis of the study. The study formulated the main reasons for the use of digital marketing tools in the management of territories. The author raises the problem of formation of competencies among specialists of regional administrations on the use of marketing tools. The research identifies the main types of interactive tools for communication with an external and internal target audience. It assesses the practice of regional administration cooperation with the target audience. The practical value of the study lies in the possibility of using conclusions and recommendations to organize effective interaction of regional administrations with external and internal target audiences.https://vestnik.guu.ru/jour/article/view/3683territory marketingdigital communication toolsregional websitessocial media accountsregional management centerfeedback form |
| spellingShingle | V. I. Aleshnikova Digital place marketing: interaction practices with target audiences Вестник университета territory marketing digital communication tools regional websites social media accounts regional management center feedback form |
| title | Digital place marketing: interaction practices with target audiences |
| title_full | Digital place marketing: interaction practices with target audiences |
| title_fullStr | Digital place marketing: interaction practices with target audiences |
| title_full_unstemmed | Digital place marketing: interaction practices with target audiences |
| title_short | Digital place marketing: interaction practices with target audiences |
| title_sort | digital place marketing interaction practices with target audiences |
| topic | territory marketing digital communication tools regional websites social media accounts regional management center feedback form |
| url | https://vestnik.guu.ru/jour/article/view/3683 |
| work_keys_str_mv | AT vialeshnikova digitalplacemarketinginteractionpracticeswithtargetaudiences |