The buying process has changed, and marketers need to look for new ways to attract customers. Instead of reaching potential customers through mass advertising and e-mail newsletters, marketers should now focus on learning how to build and maintain ongoing customer relationships According to statistics, 96% of new visitors to the site are not yet ready to make a purchase, although they are all potential customers. This figure shows how important lead generation is. Visitors to your site is just the beginning of the lead generation process. If the company does not have a clear strategy that will translate potential customers into buyers, it will constantly lose in the market and lose profits. It is necessary to analyze the main indicators of lead generation efficiency, return on investment, and conversion
Topicality. Actual is the improvement of marketing technologies in the field of economics of experience in the conditions of sustainable development. Social innovations are of great importance for economic development, through the improvement of equipment and technologies, new business models to improve the quality of life of people and social infrastructure in accordance with global trends. The goal is to achieve sustainable development of society in which the satisfaction of environmental, economic and social needs is carried out in a balanced way. The current stage of development of the world economy has a tendency to transition to an information and communication society, where information is a commodity, but such a transition is possible only in conditions of sufficient provision of society with material goods. Marketing the economy of experience (impressions) is an additional human activity that relates to the market in the conditions of fierce competition and a saturated market, when its principles serve as the only possible way to ensure profitability and plus additional profitability of production, growth and development of the enterprise. Market orientation determines the main areas of economic activity and evaluates its results by the value of the final income.Thus, social innovations include new strategies, concepts, ideas and organizations that satisfy any social needs - from working conditions and education to the development of communities and health care, contributing to the expansion and consolidation of civil society. The concept of social innovation includes goods and services that will combine the intellectual and environmental needs of society, and this is one of the main directions of the economy of experience.An analysis of the existing experience in the field of marketing the economy of impressions gives reason to say that the problem of managing marketing experience (impressions) in promoting an environmentally balanced business and its implementation in both domestic and international markets has not been developed.Aim and tasks. The aim of the article is to determine, in the context of sustainable development, the basic directions of marketing the economy of experience by substantiating the theoretical and practical foundations of the formation of the mechanism of innovative and ecological development of society.Research results. The priority area for improving the mechanism for implementing the state economic and environmental policy is the reform of the legislative and regulatory framework for environmental management. For the effective solution of economic and environmental problems, a set of certain methods, techniques, technologies for the organization and management of industrial and economic activities is required. To manage events, it is necessary to form public opinion and mood, purposefully establish communication with various groups of the public, that is, changing the existing concept of socio-economic development can change the existing order. Sustainable socio-economic development of Ukraine is largely determined by the state of the environment and the level of use of natural resource potential. The need for a balance between the economy and the environment has led to the fact that marketing experience economics began to appear and stand out in the marketing system. Sustainable development targets are a high quality of life and a level of economic development, as well as environmental stability.The current stage of development of the global economy has a tendency to transition to the information society, where information is a commodity, but such a transition is possible only in conditions of sufficient provision of society with material goods. Thus, social innovations include new strategies, concepts, ideas and organizations that satisfy any social needs - from working conditions and education to the development of communities and health care, contributing to the expansion and consolidation of civil society. The concept of social innovation includes goods and services that will combine the intellectual and environmental needs of society, and this is one of the main directions of the economy of experience.Marketing experience economics in the conditions of sustainable development, that is, marketing changes in the sphere of economic and environmental relations, could become a lever for enhancing economic development. In modern theories of social development, there is a tendency to consider social innovation as economic, environmental, political, emotional, ethical innovation. This is argued by the fact that it is these structures that are the mechanisms for implementing changes that have matured in the depths of society, and without their help they simply cannot be implemented. The economics of experience is associated with the changes, so marketing approaches will reflect all the socio-economic-environmental changes in the interests of consumers and real estimates or assortment, quality and other parameters of products and services being produced and sold.Conclusion. The basis of the strategy of the economy of impressions (in particular, when developing the strategy of the “blue ocean”) is the innovation of value - this is not a competitive advantage, but what makes competition simply unnecessary due to the company reaching a whole new level. In contrast to the classical competitive approach, in order to use the strategy of innovation of value, it is not necessary to choose between low costs and high value. This strategy allows you to simultaneously create high value at low cost. The convergence of technologies, industries, markets, products, will expand the traditional boundaries of industries. In this regard, multidimensional studies of marketing systems that are part of integrated socio-ecological-economic systems, combined by information flows, are necessary. In the process of formation of market structures of the economics of experience, the task is to combine the interests of the economy, society and improve the natural environment. Reducing pollution and preserving natural resources becomes beneficial for the economy of impressions (experience, skill). The globalization of the world economy, facilitating the economic interaction between states, stimulates the growth of the economy of impressions, accelerates and increases the scale of the exchange of advanced achievements of mankind in the economic, scientific, technical and intellectual sphere, which, of course, contributes to the general progress of mankind.
Topicality. The use of modern marketing technologies, namely neuromarketing tools, in the field of the economy of experience in the context of sustainable development is relevant. Currently, all the methods of marketing research used are inextricably linked with market research, they are based on the formulation of questions - polls, interviews and their effectiveness is high. But in order to fully use marketing tools, it is necessary to obtain information about the subjective feelings of consumers. The classical model of consumer decision-making assumes that consumers act in a certain logical and thoughtful way, but there are many problems with correctly identifying marketing moves using different emotions experienced under the influence of any stimulus. Neuromarketing allows us to understand human nature and use it in solving market problems of the economy. Self-knowledge allows us to break free, to move away from stereotypes and the typical, standard view of the world around us, which does not allow certain biological conditions formed by human nature. The most important element is to explain what neuromarketing is - the use of neurology (psychology) to understand and analyze human behavior in market conditions. Marketers have the ability to connect directly with their audience and this starts with the appearance of the marketing assets. This is because your audience's brain responds positively to aesthetically pleasing stimuli. This includes email, print ads, web pages, social media posts, digital ads and more. Impression marketing is a type of human activity that complements and increases the value of the market in a highly competitive and saturated market, where its principles are the only possible way to ensure profitability and plus additional profitability of production, growth and development of the enterprise. Market orientation determines the main directions of economic activity and evaluates its results by the amount of final income. Therefore, in the economy of experience, neuromarketing is one of the tools to improve the efficiency of the economy. Aim and tasks. The purpose of the article is to determine in modern conditions the effectiveness of innovative marketing economics of experience, taking into account the use of tools and immersive technologies in all types of economic activity, emphasizing the environmental component. Research results. There is a need to expand marketing research with much more reliable and useful knowledge that allows you to make more effective business decisions. In this situation, you should use neuromarketing, which is the relationship between medical knowledge, management technology and marketing. Neuromarketing - a set of methods for studying customer behavior, influence on it and emotional and behavioral responses to this influence, which uses developments in the fields of marketing, cognitive psychology and neurophysiology. Neuromarketing is a modern and quite effective method of promoting goods (services) on the market as a result of consumer manipulation. It involves the use of methods of neurology, which allow to determine the characteristics of consumer behavior in response to various marketing incentives. The purpose of neuromarketing research as one of the tools to increase the efficiency of the experience economy in terms of sustainable development is to obtain objective information about personal consumer preferences without resorting to subjective data obtained by traditional marketing tools. Conclusion. The neuromarketing approach is based on studies of the psychology of consumer behavior, on the basis of which it can be concluded that all cognitive activity, including thinking and human emotions are based on the subconscious. In this case, the main task of marketers is to develop effective approaches that will manipulate the human subconscious, and hence consumer behavior in the market. The use of neuromarketing tools in the economics of experience is effective in terms of increasing sales and better understanding of the consumer, his tastes, preferences, but from an economic point of view is not always justified due to the high cost of these methods. Therefore, not every company can afford to conduct neuromarketing research. Such approaches are used mainly by large successful companies that can afford it. Although in today's market competition, the use of neuromarketing methods can provide significant advantages over competing companies. Each company seeks to attract as many consumers as possible, increase their loyalty, keep them for a long time, thereby increasing their sales and, consequently, profits.
Topicality. It is relevant to determine the equilibrium dynamic state of the system based on the harmonization of the interaction between economic and environmental subsystems in the market space. The product of the economy of experience is: a product or service plus additional profit from experience. Impression - entertainment, training, the possibility of personal participation, self-expression, the development of social contacts and skills (socialization) and more, these are added value factors. Additional costs in the originality or uniqueness of a product or service are paid off and bring additional profit. Therefore, goods or services related to natural resources or conditions are especially relevant. The economics of experience should be considered in the economic and environmental marketing space, which will allow to form the price of goods and services that increases in the first case (location) from the additional costs for rent and additional profit for the uniqueness of receiving a service in this area or increasing due to the impression of a product or service and overlapping cost of services. In the second case, the price of the service is adjusted relative to additional costs and profits for the originality of the provision of impression services. That is, we can consider differential rents of the first and second order taking into account the environmental factor. Rent in the conditions of the economy of experience - additional income received by the entrepreneur in excess of a certain profit for the uniqueness of the location of his activities and capital; the formation of environmental rents, when considering the natural resource potential, is due to more favorable location conditions in which one entrepreneur is in front of another, not in equal conditions. Aim and tasks. The purpose of the article is to determine the economic and environmental marketing space in the context of the development of the economy of experience by substantiating the theoretical and scientific-practical foundations of the formation of the mechanism of economic and environmental innovative development. Research results. Issues related to the “economy of experience” make it possible to go to that level of economic development that allows you to take advantage of the competitive advantages of this enterprise. When considering the innovation and ecological space, competitive advantages can be used more effectively in terms of attracting impressions to meet the needs of both the B2B, B2C market and international markets. Impression marketing is an additional human activity that relates to the market in the conditions of fierce competition and a saturated market, when its principles serve as the only possible way to ensure profitability and plus additional profitability of production, growth and development of the enterprise. Market orientation determines the main areas of economic activity and evaluates its results by the value of the final income. A distinctive feature of such a service is that it can exist only with the relationship between the buyer of the service, the manufacturer of the service and the “additional service”, which does not always depend on the manufacturer of the service, but is formed depending on the location, historical value of the place or the unusual nature of the service , that is, from the uniqueness of the provision of this service. So, in fact, the consumer pays for a pleasant, sometimes unforgettable experience, and the producer (owner) of this service overpays (relative to the average price level) for rent or for the purchase of additional fixed assets (or additional investments). The manufacturer must have compensation for the "overpayment" and, of course, additional profit. So, the consumer pays extra money for an additional service-impression, and the owner also pays extra either for renting a room or for the additional supply of this service, that is, “impression” is the additional costs that are reflected in the price of the goods. An impression in the economic sense is additional costs and additional profit. Only ecologically high-quality goods and the same high-quality environmental services are in real demand in the market and can attract consumers. Proceeding both from the interests of society as a whole and each member of the society, it is necessary to use new forms of organizing production, business and labor, improving the structure of production and economic activity, taking into account national characteristics of nature management. The condition for the formation of environmental rents is not only the qualitative and quantitative characteristics of the resource (resource-goods - land), but also the environmental characteristics of this resource and products grown on this site. Therefore, with the expenditure of equal capital, they give a different quantity and quality of products. Ecological rent can be formed on the worst land fertility, but the best environmental characteristics. At the same time, lands of higher categories can be removed from agricultural circulation in connection with an environmental disaster. Therefore, in an economy of experience, when determining the price of “decision making”, environmental components must be taken into account, however, environmental degradation, depletion of natural resources, and excessive pollution indicate failures in the market mechanism. The economics of experience in modern conditions can change this negative practice. Conclusion. In modern conditions of economic development, a fundamentally new environmental policy of the state is needed, which would clearly define the strategy and tactics for improving relations between society, production and nature, the optimal combination of environmental, economic and marketing positions. In this regard, multidimensional studies of marketing systems that are part of integrated socio-ecological-economic systems, combined by information flows, are needed. In the process of formation of market structures of the economics of experience, the task is to combine the interests of the economy, society and improve the environment. Reducing pollution and conserving natural resources becomes beneficial to the economics of experience. If earlier the interests of economics and ecology were located in the plane of conflicts, now in the ecological and economic space their interests coincide: the producer receives additional profit, while improving the environment.
Topicality. One of the most important aspects of innovative marketing management is its focus on the future, which consists in forecasting the possibility of resource extraction, use of new technologies, methods of cleaning, recycling and waste disposal, the ability to meet economic and environmental needs by offering appropriate (or alternative) goods or services . The system of innovative marketing-management of natural resources and conditions, rational use of nature is based entirely on knowledge of consumer demand and its expected changes in the near future, the fuller the product meets the wishes and environmental needs of the buyer, the greater the success of the manufacturer. Such a systematic approach in the development of new information and communication technologies for economic security is relevant. Innovations in marketing management should be considered comprehensively, taking into account environmental factors, as one of the most important components in the future development of the economy, and therefore one of its central links is the study of the market of environmental goods and services, market of environmental needs and environmental demand. environmental safety.Environmental protection, rational use of natural resources, ensuring the environmental safety of human life - an integral condition of economic, environmental and social development of Ukraine. Innovations are the basis for providing an innovative component of marketing management of the economic security of the enterprise, region, state. Sustainable economic development is largely due to the coordinating role of the state in creating conditions for the implementation of innovative marketing management, the accumulation of appropriate funds by enterprises, the use of elements of environmental marketing. That is, without investing real investment in the manufacturing sector, the development and efficiency of innovation processes that determine the economic growth of any country and its economic security is impossible.Aim and tasks. The purpose of the article is to determine in modern conditions of environmental and economic safety to consider the mechanism of formation of innovative marketing management.Research results. The needs of people in clean natural resources and conditions, in safe goods and services are the basis of strategic state policy - economic and environmental security of society. Of fundamental importance is the focus of production and economic activities on the production of the required environmentally friendly and environmentally safe products that meet environmental quality standards of the product and environmental standards of the environment, withstands production, sales, exchange and consumption. Innovative marketing management promotes the development of basic and applied research, the creation of a special branch of scientific knowledge about the properties and patterns of market dynamics, principles and methods, tools and forms of management of eco-marketing activities in the formation of economic security.Currently, the innovation of marketing management has become universal and has a strong influence on theoretical approaches to environmental management (nature management), of particular importance are studies aimed at stimulating all types of environmental activities and resource conservation. The main direction of economic regulation in terms of economic security is the transformation of the economy - is the soft introduction of certain elements of the economic mechanism without any radical breakage of existing structures to stabilize positions in order to ensure economic security.Conclusion. New technogenic space, organized around new flows of economic and environmental information, transforming production flows, creating a plurality of global industrial networks, including leading eco-innovation environments, on the one hand, contribute to the creation of territorial-spatial and ecoregions, ecometropolises. On the other hand, it leads to the isolation of regions for conducting, for example, organic farming, preservation of traditional forms of nature management, biodiversity. The new global secure economy and the emerging information society have a new spatial form that takes into account marketing management and includes environmental factors in their diversity.It is substantiated that in order to study the theoretical and practical issues of interactions and interactions of technologies, society, space and ecology, the mechanism of innovative marketing management should be applied taking into account the quality of the environment.
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