ЦИФРОВЫЕ МАРКЕТИНГОВЫЕ ИНСТРУМЕНТЫ В ПРОДВИЖЕНИИ МЕЖДУНАРОДНЫХ B2B ВЫСТАВОК: ОПЫТ ЕВРОПЕЙСКИХ И РОССИЙСКИХ МЕРОПРИЯТИЙ

  • Galina Anatolyevna Savchuk Уральский федеральный университет имени первого Президента России Б.Н. Ельцина
  • Anastasia Sergeevna Yufereva Уральский федеральный университет имени первого Президента России Б.Н. Ельцина
  • Anastasia Vladimirovna Efimova Уральский федеральный университет имени первого Президента России Б.Н. Ельцина

Аннотация

Развитие цифровых маркетинговых инструментов создает обширные возможности для международного продвижения. Важно исследовать, как использовать их наиболее эффективно. В статье представлен сравнительный анализ применения наиболее распространенных инструментов интернет-продвижения международных выставок В2В на примере европейских и российских мероприятий (n=200). Методом контент-анализа изучались особенности контента сайтов и официальных аккаунтов в социальных сетях, а эффективность для сайтов определялась на основе рейтинга популярности сайтов Alexa Rank (AR), для официальных аккаунтов в социальных сетях – по числу подписчиков. По результатам исследования, можно утверждать, что международные европейские В2В выставки используют эти инструменты на сегодняшний день более эффективно.

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Биографии авторов

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кандидат социологических наук, доцент, заведующий кафедрой Интегрированных маркетинговых коммуникаций и брендинга

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кандидат филологических наук, доцент кафедры Интегрированных маркетинговых коммуникаций и брендинга

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магистрант

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Опубликована
2021-07-29
Как цитировать
SAVCHUK, Galina Anatolyevna; YUFEREVA, Anastasia Sergeevna; EFIMOVA, Anastasia Vladimirovna. ЦИФРОВЫЕ МАРКЕТИНГОВЫЕ ИНСТРУМЕНТЫ В ПРОДВИЖЕНИИ МЕЖДУНАРОДНЫХ B2B ВЫСТАВОК: ОПЫТ ЕВРОПЕЙСКИХ И РОССИЙСКИХ МЕРОПРИЯТИЙ. Знак: проблемное поле медиаобразования, [S.l.], n. 3 (41), p. 13-26, july 2021. ISSN 2070-0695. Доступно на: <http://journals.csu.ru/index.php/znak/article/view/557>. Дата доступа: 16 oct. 2021
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА

Ключевые слова

интернет-продвижение, международные выставки В2В, сайт, социальные сети