Author: Olga P. Malygina, Kristina V. Nikolaeva, Olga V. Nosyrina, Nonna E. Suchkova
Communicology. 2017. Vol.5. No.3
Institute of World Economy and Business Peoples` Friendship University of Russia (RUDN University)
Abstract. In the modern world, the information society has gradually evolved into a digital one, finally translating communications into the virtual space of the global Internet. Large amounts of information (Big Data) are both an object of production activity, and a means of production. Under the new conditions, traditional marketing has undergone significant changes related to the cardinal transformation of behavioral characteristics of the consumer in the digital environment. Inevitably, the brand’s communication strategy also changed, as new points of contact with the buyer arose in the course of its product selection. The nature of interactions has moved into the plane of personal and partnership relations. Given the high speed of information dissemination in the Internet, any brand activity becomes a well-known practical instantly. In this situation, the brand’s representatives bear the burden of high responsibility for any action in the digital space. Today, the communication strategy of the brand has become socialized and has become more focused on personal interactive contacts with consumers.
Keywords: information society, digital communications, marketing, branding, communication strategy, social media, e-commerce, Internet.
Text: PDF
For citation: Malygina Olga P., Nikolaeva Kristina V., Nosyrina Olga V., Suchkova Nonna E.
Communication Strategy of a Brand in a Digital Society. Communicology. Vol. 5. No. 3. 2017.
P. 35-46 DOI 10.21453/2311-3065-2017-5-3-35-46
Inf. about authors:
Olga P. Malygina, Cand. Sci.(Techn.), Associate Prof. of Advertising and
Business Communications Department of the Institute of World Economy and Business
(IWEB) Peoples` Friendship University of Russia (RUDN University), Director General of the
Internet Agency «Consite». 117198, ul. Miklukho-Maklaya, 6. Moscow, Russian Federation.
Kristina V Nikolaeva., student of a Master`s program of the IWEB RUDN University, specialization «Advertising Management». Moscow, Russian Federation.
Olga V. Nosyrina, student of a Master`s program of the IWEB RUDN University, specialization «Advertising Management». Moscow, Russian Federation.
Nonna E. Suchkova, student of a Master`s program of the IWEB RUDN University, specialization «Advertising Management». Moscow, Russian Federation.
References
1. Drucker P.F. 1993. Post-Capitalism Society / P.F. Drucker. N.Y.: Pantheon.
2. Bell D. 1973. The Coming of Post’Industrial Society: A Venture in Social Forecasting / D. Bell.
Harmondsworth: Penguin.
3. Toffler A. 1990. Powershift: Knowledge, Wealth, and Violence at the Edge of the 21st Century /
A. Toffler. N.Y.: Bantam.
4. Гейтс, Б. 1996. Дорога в будущее / Билл Гейтс. М.: Rus. Ed., Channel Trading Ltd., 19 Gates,
B. The road to the future / Bill Gates. Moscow: Rus. Ed., Channel Trading Ltd., (In Russ.).
5. Gates, B. 1996. The Road Ahead / Bill Gates. Penguin Books,
6. Tapscott, D. 1998. Growing Up Digital: The Rise of the Net Generation / Don Tapscott. N.-Y.:
McGraw-Hill.
7. Tapscott, D. 2000. Digital Capital: Harnessing the Power of Business Webs / Don Tapscott,
David Ticoll, Alex Lowy. Harvard Business School Press Book.
8. Tapscott, D. 2006. Wikinomics: How Mass Collaboration Changes Everything / Don Tapscott,
Anthony D. Williams. Portfolio.
9. Tapscott, D., Williams, E.D. 2009. Wikinomics. How Mass Collaboration Changes Everything
/ Don Tapscott, Anthony D. Williams. Per. With the English. P. Mironov, G. Vasilenko. M .:
BestBusinessBooks, (In Russ.).
10. Rakitov, A.I. 1998. Information, science, technology in global historical changes. M .: RAS.
Institute of Scientific Information (In Russ.).
11. Tapscott, D. 1999. Electronic-digital society: Pros and cons of the era of network intelligence
/ Don Tapscott /per.s Eng. I. Dubinsky. Ed. Sergei Pisarev. Kiev: INT Press; Moscow: Relf beech (In
Russ.).
12. Rakitov, AI 2016. Post-Informational Society / AI Rakitov // Philosophical Sciences: Scientific.
Educated. Clearance. Journal. N 12. P. 7-19. (In Russ.).
13. Steinbock D. 2005. The Mobile Revolution: The Making of Mobile Services Worldwide / Dan
Steinbock. Kogan Page Publishers.
14. Ford M. 2016. Robots come: Technology development and the future without work / Martin
Ford – M.: Alpina Digital (In Russ.).
15. David Court, Dave Elzinga, Susan Mulder, and Ole Jorgen Vetvik. The consumer decision
journey [Electronic resource] URL: http://www.mckinsey.com/business-functions/marketing-and-
sales/our-insights/the-consumer-decision-journey (date of the application: 24.03.2017).
16. David Edelman. It’s time to stop throwing money away. Harvard Business Review [Electronic
resource] URL: http://hbr-russia.ru/marketing/marketingovaya-strategiya/a10902/ (date of the
application: 24.03.2017). (In Russ.).
17. Lindstrom M., Saybold P.B. 2004. Children’s branding / Martin Lindstrom, Patricia B. Saybold –
per.s Eng. S. Varlamov. St. Petersburg: Neva (In Russ.).
18. Karpova, S. V. 2017. Branding: textbook and practical work for undergraduate and graduate
students / S. V. Karpova, I. K. Zakharenko; Under the Society. Ed. S. V. Karpova. – 2 nd ed., Pererab.
And additional. Moscow: Yurayt (In Russ.).
19. Klein N. 2012. No Logo. People against brands / Naomi Klein. M.: Good book (In Russ.).
20. Sichko T. Digital communications are crowded with traditional media. Interview with the
managing director of Proximity BBDO Paris, head of the digital committee Proximity Worldwide in
Europe Reza Haem-Mahami. New marketing [Electronic resource] URL: http://new-marketing.ru/
issues/2007/7/32/ (date of the application: 03/25/2017). (In Russ.).
21. Industrial glossary in the field of interactive marketing. The project was developed by IAB
Russia with the participation of the International Association of Interactive Advertising (IAB). [Electronicresource] URL: https: //iabrus.ru/projects/774 (date of the application: 26/03/2017). (In Russ.).
22. Khalilov D. 2015. Marketing in social networks. M: Mann, Ivanov and Ferber, 2013. (In Russ.);
Narbut N. P., Trotsuk I. V. Comparative analysis as a basic research orientation: Key methodological
problems. Vestnik RUDN. A Series of “Sociology”. No. 4. P. 7-19.
23. Shakhovskaya A. Why do brands suffer losses in e-commerce? 4 ways to fix the situation.
[Electronic resource] URL: https://rusability.ru/internet-marketing/pochemu-brendyi-terpyat-
ubyitki-v-elektronnoy-kommertsii-4-sposoba-ispravit-situatsiyu/ (date of the application: 28/03/2017). (In Russ.).
24. P. Lebedev Public Opinion Foundation. The Internet market. Speech at the conference
KIB + RIF in 2011. [Electronic resource] URL: http://www.myshared.ru/slide/487640/ (date of the
application: 29/03/2017). (In Russ.).
25. Kaluzhsky M. L. 2014. E-commerce: marketing networks and market infrastructure / M.L.
Kaluga; Omsk State Technical University. Moscow: Economics (In Russ.).
26. Kotler F., Bowen J., Meikens J. 2007. Marketing. Hospitality. Tourism. Moscow: Unity-Dana
(In Russ.).
Communicology. 2017. Vol.5. No.3
Institute of World Economy and Business Peoples` Friendship University of Russia (RUDN University)
Abstract. In the modern world, the information society has gradually evolved into a digital one, finally translating communications into the virtual space of the global Internet. Large amounts of information (Big Data) are both an object of production activity, and a means of production. Under the new conditions, traditional marketing has undergone significant changes related to the cardinal transformation of behavioral characteristics of the consumer in the digital environment. Inevitably, the brand’s communication strategy also changed, as new points of contact with the buyer arose in the course of its product selection. The nature of interactions has moved into the plane of personal and partnership relations. Given the high speed of information dissemination in the Internet, any brand activity becomes a well-known practical instantly. In this situation, the brand’s representatives bear the burden of high responsibility for any action in the digital space. Today, the communication strategy of the brand has become socialized and has become more focused on personal interactive contacts with consumers.
Keywords: information society, digital communications, marketing, branding, communication strategy, social media, e-commerce, Internet.
Text: PDF
For citation: Malygina Olga P., Nikolaeva Kristina V., Nosyrina Olga V., Suchkova Nonna E.
Communication Strategy of a Brand in a Digital Society. Communicology. Vol. 5. No. 3. 2017.
P. 35-46 DOI 10.21453/2311-3065-2017-5-3-35-46
Inf. about authors:
Olga P. Malygina, Cand. Sci.(Techn.), Associate Prof. of Advertising and
Business Communications Department of the Institute of World Economy and Business
(IWEB) Peoples` Friendship University of Russia (RUDN University), Director General of the
Internet Agency «Consite». 117198, ul. Miklukho-Maklaya, 6. Moscow, Russian Federation.
Kristina V Nikolaeva., student of a Master`s program of the IWEB RUDN University, specialization «Advertising Management». Moscow, Russian Federation.
Olga V. Nosyrina, student of a Master`s program of the IWEB RUDN University, specialization «Advertising Management». Moscow, Russian Federation.
Nonna E. Suchkova, student of a Master`s program of the IWEB RUDN University, specialization «Advertising Management». Moscow, Russian Federation.
References
1. Drucker P.F. 1993. Post-Capitalism Society / P.F. Drucker. N.Y.: Pantheon.
2. Bell D. 1973. The Coming of Post’Industrial Society: A Venture in Social Forecasting / D. Bell.
Harmondsworth: Penguin.
3. Toffler A. 1990. Powershift: Knowledge, Wealth, and Violence at the Edge of the 21st Century /
A. Toffler. N.Y.: Bantam.
4. Гейтс, Б. 1996. Дорога в будущее / Билл Гейтс. М.: Rus. Ed., Channel Trading Ltd., 19 Gates,
B. The road to the future / Bill Gates. Moscow: Rus. Ed., Channel Trading Ltd., (In Russ.).
5. Gates, B. 1996. The Road Ahead / Bill Gates. Penguin Books,
6. Tapscott, D. 1998. Growing Up Digital: The Rise of the Net Generation / Don Tapscott. N.-Y.:
McGraw-Hill.
7. Tapscott, D. 2000. Digital Capital: Harnessing the Power of Business Webs / Don Tapscott,
David Ticoll, Alex Lowy. Harvard Business School Press Book.
8. Tapscott, D. 2006. Wikinomics: How Mass Collaboration Changes Everything / Don Tapscott,
Anthony D. Williams. Portfolio.
9. Tapscott, D., Williams, E.D. 2009. Wikinomics. How Mass Collaboration Changes Everything
/ Don Tapscott, Anthony D. Williams. Per. With the English. P. Mironov, G. Vasilenko. M .:
BestBusinessBooks, (In Russ.).
10. Rakitov, A.I. 1998. Information, science, technology in global historical changes. M .: RAS.
Institute of Scientific Information (In Russ.).
11. Tapscott, D. 1999. Electronic-digital society: Pros and cons of the era of network intelligence
/ Don Tapscott /per.s Eng. I. Dubinsky. Ed. Sergei Pisarev. Kiev: INT Press; Moscow: Relf beech (In
Russ.).
12. Rakitov, AI 2016. Post-Informational Society / AI Rakitov // Philosophical Sciences: Scientific.
Educated. Clearance. Journal. N 12. P. 7-19. (In Russ.).
13. Steinbock D. 2005. The Mobile Revolution: The Making of Mobile Services Worldwide / Dan
Steinbock. Kogan Page Publishers.
14. Ford M. 2016. Robots come: Technology development and the future without work / Martin
Ford – M.: Alpina Digital (In Russ.).
15. David Court, Dave Elzinga, Susan Mulder, and Ole Jorgen Vetvik. The consumer decision
journey [Electronic resource] URL: http://www.mckinsey.com/business-functions/marketing-and-
sales/our-insights/the-consumer-decision-journey (date of the application: 24.03.2017).
16. David Edelman. It’s time to stop throwing money away. Harvard Business Review [Electronic
resource] URL: http://hbr-russia.ru/marketing/marketingovaya-strategiya/a10902/ (date of the
application: 24.03.2017). (In Russ.).
17. Lindstrom M., Saybold P.B. 2004. Children’s branding / Martin Lindstrom, Patricia B. Saybold –
per.s Eng. S. Varlamov. St. Petersburg: Neva (In Russ.).
18. Karpova, S. V. 2017. Branding: textbook and practical work for undergraduate and graduate
students / S. V. Karpova, I. K. Zakharenko; Under the Society. Ed. S. V. Karpova. – 2 nd ed., Pererab.
And additional. Moscow: Yurayt (In Russ.).
19. Klein N. 2012. No Logo. People against brands / Naomi Klein. M.: Good book (In Russ.).
20. Sichko T. Digital communications are crowded with traditional media. Interview with the
managing director of Proximity BBDO Paris, head of the digital committee Proximity Worldwide in
Europe Reza Haem-Mahami. New marketing [Electronic resource] URL: http://new-marketing.ru/
issues/2007/7/32/ (date of the application: 03/25/2017). (In Russ.).
21. Industrial glossary in the field of interactive marketing. The project was developed by IAB
Russia with the participation of the International Association of Interactive Advertising (IAB). [Electronicresource] URL: https: //iabrus.ru/projects/774 (date of the application: 26/03/2017). (In Russ.).
22. Khalilov D. 2015. Marketing in social networks. M: Mann, Ivanov and Ferber, 2013. (In Russ.);
Narbut N. P., Trotsuk I. V. Comparative analysis as a basic research orientation: Key methodological
problems. Vestnik RUDN. A Series of “Sociology”. No. 4. P. 7-19.
23. Shakhovskaya A. Why do brands suffer losses in e-commerce? 4 ways to fix the situation.
[Electronic resource] URL: https://rusability.ru/internet-marketing/pochemu-brendyi-terpyat-
ubyitki-v-elektronnoy-kommertsii-4-sposoba-ispravit-situatsiyu/ (date of the application: 28/03/2017). (In Russ.).
24. P. Lebedev Public Opinion Foundation. The Internet market. Speech at the conference
KIB + RIF in 2011. [Electronic resource] URL: http://www.myshared.ru/slide/487640/ (date of the
application: 29/03/2017). (In Russ.).
25. Kaluzhsky M. L. 2014. E-commerce: marketing networks and market infrastructure / M.L.
Kaluga; Omsk State Technical University. Moscow: Economics (In Russ.).
26. Kotler F., Bowen J., Meikens J. 2007. Marketing. Hospitality. Tourism. Moscow: Unity-Dana
(In Russ.).
