Dynamic and static elements of a consumer’s digital portrait and methods of their studying

Krasnov, Aleks S.; Chargaziya, Grigoriy; Griffith, R. V.; Draganov, Mihail

doi:10.1088/1757-899x/497/1/012123

Cited by 5 publications

(3 citation statements)

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“…An abrupt and one-time transition of all consumers to Internet commerce cannot occur, due to various factors (non-ubiquitous spread of the Internet, the difficulty of delivering goods, varying degrees of trust in Internet commerce, etc.). This trend is confirmed by the theorists of marketing such as Rogers [13,14] and Bass [14,15]. Thus, a new environment is formed in which buyers and sellers interact with each other in order to achieve the most satisfying result for both parties.…”

Section: Theoretical Fundamentals For the Descriptions Of The Phygital Environmentmentioning

confidence: 78%

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

Mikheev

Krasnov

Griffith

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Currently, the interaction of the consumer and the retail market on the basis of the digital technologies could be described from the point of view of open innovation concept. The article aims to prove the advantages of mixing two separate formats of the interaction between the seller and the consumer in online and offline. The scientific approach to the developing of the so-called phygital environment (physical plus digital) could be considered as a research gap. The definition of the phygital environment regards the innovational concept being used in marketing practice but has not been described in scientific publication yet. The article examines the peculiarities of interaction between consumers and sellers in the framework of their interaction in the phygital environment. The concept of pop-up stores is analyzed as a new format of advertising interaction with the consumer. The authors have proposed a model of an end-to-end analytics system for assessing the effectiveness of a pop-up store in the framework of the interaction of participants in the turnover in a phygital environment. The proposed model has been tested and the efficiency of opening a pop-up store has been evaluated with and without the proposed model. The main marketing indicators and potential effects from the implementation of the proposed system for the company’s activities, in general, in the field of marketing are evaluated. The authors have studied the prospects for both development and automation, as well as the formation of the system of personalized marketing for companies, which implements the concept of interaction with consumers within the framework of the phygital environment.

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Section: Theoretical Fundamentals For the Descriptions Of The Phygital Environmentmentioning

confidence: 78%

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

Mikheev

Krasnov

Griffith

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

Self Cite

View full text Add to dashboard Cite

show abstract

“…Para criar estratégias de marketing de trabalho, com base nas técnicas e tecnologias de informação e comunicação, as empresas devem estar bem cientes não só das vantagens que trazem, mas também das desvantagens que se escondem na sua aplicação na prática (KRASNOV, 2018).…”

Section: Desvantagens Do Marketing Digitalunclassified

Digital marketing

Gouveia

2024

Rev. Cient. Multidisc. Saber

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This study sought to present the theme “Digital Marketing: an essential tool for the company's profitability”. With the technological era increasingly present in the lives of the population, the way to publicize the company also had to be updated, thus Digital Marketing was gaining ground. The general objective of this article was to discuss digital marketing and its role in business innovation. The methodology used was a literature review, where different materials already published on the subject portrayed here were searched in reliable databases. Thus, this research concludes that digital marketing allows a greater portion of potential customers to be reached, thus increasing sales, improving communication with customers and, consequently, increasing the company's popularity and profitability.

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“…As a consequence of this change -a "digital customer" concept has been presented where the "Internet consumer" is defined as "physical person or an institute who or that intends to purchase, purchases or has already purchased goods or services (including through the third parties) with the help of informational-telecommunication technologies." (Krasnov, Chargaziya, Griffith & Draganov, 2019).…”

Section: The Fundamentals Of Online Identity and Its Dimensionsmentioning

confidence: 99%

Online Identity in a Pandemic – From Innovation Practice to Competitve Advantage Through the Learning Process

Mihaylova¹

2020

LIMEN - International Scientific-Business Conference - Leadership, Innovation, Management and Economics: Integrated Politics Of

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The current chapter presents the transformation of perception about the online identity of a business in the context of the COVID-19 pandemic. Online identity and related marketing activities, perceived until only recently as innovative actions, today are a prerequisite for a competitive advantage. The chapter comments on the general knowledge and understanding of this topic, the different types of innovations, the elements of online identity and the marketing actions related to them. The competitive advantage and the evolved view of its nature are outlined as a positive transformation – a creation of new knowledge as a result of the learning processes application.

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Dynamic and static elements of a consumer’s digital portrait and methods of their studying

Cited by 5 publications

References 0 publications

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

Digital marketing

Online Identity in a Pandemic – From Innovation Practice to Competitve Advantage Through the Learning Process

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