Marketing of an industrial city: project technologies and web-analytics

Abstract

Traditional industrial cities face numerous challenges of new industrialization and digital economy. The introduction of the concept of industry 4.0 and the Internet of things covers not only technical innovations, but also affects all spheres of life, including social aspects, consumption, security, etc. The article is devoted to the analysis of the marketing tools transformation under the new industrialization and digitalization. The article considers two global trends in the development of marketing place regarding an industrial city. First, it is increasing attention to the comfortable urban environment as a significant advantage of the territory competitiveness. As many factors of production become more mobile, the quality of the urban environment becomes increasingly important. A significant improvement in the quality of the urban environment can be achieved through the use of a project approach, which allows to mobilize not only the resources of the territory itself, but also to attract external sources of funding. Secondly, the processes of digitalization significantly increase competition not only between enterprises but also between territories. As a result, Internet, including the official website of the city, becomes one of the most important channels for place promotion. The article analyzes the web criteria for the official site of an industrial city on the basis of the author's model of territories virtual representativeness identifies existing problems and provides recommendations for improving the infocommunication component of place marketing.