Author: Nina V. Trubnikova, Julia Y. Demyanchuk
Communicology. 2018. Vol.6. No.5
Nina Vadimovna Trubnikova, Cand. Sc. (Philos.), associate professor, head of the Department of Advertising and business communications of RUDN; Julia Yaroslavovna Demyanchuk, employee of the Renaissance Moscow Monarch Center. Address: 117198, Russia, Moscow, Miklukho-Maklay st., 6. E-mail: ninavadimovna@mail.ru.
Abstract. The goal that was set by the author consists in identification and analysis of the features of the HoReCa segment and the trends occurring in the industry and in the global market in the era of digital marketing, which largely impacts the implementation of targeted marketing decisions. To achieve this goal, the author examines the key aspects of marketing and the current state of the HoReCa market and highlights the features of the portrait of the new consumer – millennial. Particular attention is paid to the practical part of the research, based on empirical material concerning the consideration of the applied marketing approaches by one of the market representatives – the Renaissance Moscow Monarch Center hotel. The author reviews offline and online solutions in the hotel industry with the introduction of the author’s case, including an analysis of promotion of the Renaissance Moscow Monarch Center hotel.
As part of the scientific novelty in the framework of the work, HoReCa was considered in terms of the direct influence of the target audience creating new informational trends. The author draws a parallel between the needs of the millennials and the need for companies to develop more accurate marketing solutions. These findings can be considered as he basis for building a current and effective promotion plan for various market players and are significant for studying modern communication practices.
Keywords: HoReCa, digital marketing, hotel business, hospitality industry, digitalization, SMM
Text: PDF
For citation: Trubnikova N.V., Demyanchuk J.Y. Digital marketing in HoReCA industry: personalization and feedback. Communicology (Russia). 2018. Vol. 6. No.5. P. 38-48. DOI 10.21453 / 2311-3065-2018-6-5-38-48.
References
Davydenko E.A. (2017). Aromamarketing as a tool of influence on modern consumer / Е.А. Davydenko. Brand Management. No.2(93). P. 130-131 (In Rus.).
Dolzhenko R.A. (2017). Marketing research in a commercial bank: principled approaches to organization and implementation / R.А. Dolzhenko. Marketing and marketing research. No.1 (127). P. 4-14 (In Rus).
Kirillina N.V. (2014). The social potential of marketing communication in urban information environment: a sociological analysis. Diss. ... Cand. Sc. (Soc.). Moscow: RANEPA (in Rus.).
Nikulina O.V. (2014). Marketing loyalty as a key characteristic of the evaluation of the effectiveness of marketing relationships within a regional cluster. Ed. O.V. Nikulina, V.O. Pokul. Economics and Entrepreneurship [access mode]: http://naukarus.com/marketingovaya-loyalnost-kak-klyuchevayaharakteristika-otsenki-effektivnosti-marketinga-vzaimootnosheniy-v-ramkah-region ( (In Rus.).
Pecheritsa E.V. (2015). Electronic sales channels (EDS) as a way to promote hotel services / E.V. Pecheritsa, D.S. Chernov. Sales management. No.6 (85). P. 416-426 (In Rus.).
Reznik G.A. (2016). Marketing partnerships of local authorities. Ed. G.A. Reznik, K.A. Burukina. Journal of scientific and applied research. No.4. P. 76 (In Rus.).
Startsev A.A., Grishanin N.V., Kirillina N.V. (2018). Identity and Identification in Social Networks. Communicology (Russia). Vol. 6. No.4. P. 76-87 (In Rus.).
Vardanyan I.S. (2016). Strategy and tactics of formation of consumer loyalty (on the example of restaurant business) / I.S. Vardanyan. Sales management. No.2 (87). P. 128-132 (In Rus.).
Vyakhirev E.S. (2016). Media advertising as a modern and relevant Internet marketing tool. Ed. E.S. Vyakhirev. Internet Marketing. No.5 (95). P. 317 (In Rus.).
Zabin D. (2006). Targeted marketing. Ed. D. Zabin, G. Brebach. Moscow: Eksmo (In Rus.).
Communicology. 2018. Vol.6. No.5
Nina Vadimovna Trubnikova, Cand. Sc. (Philos.), associate professor, head of the Department of Advertising and business communications of RUDN; Julia Yaroslavovna Demyanchuk, employee of the Renaissance Moscow Monarch Center. Address: 117198, Russia, Moscow, Miklukho-Maklay st., 6. E-mail: ninavadimovna@mail.ru.
Abstract. The goal that was set by the author consists in identification and analysis of the features of the HoReCa segment and the trends occurring in the industry and in the global market in the era of digital marketing, which largely impacts the implementation of targeted marketing decisions. To achieve this goal, the author examines the key aspects of marketing and the current state of the HoReCa market and highlights the features of the portrait of the new consumer – millennial. Particular attention is paid to the practical part of the research, based on empirical material concerning the consideration of the applied marketing approaches by one of the market representatives – the Renaissance Moscow Monarch Center hotel. The author reviews offline and online solutions in the hotel industry with the introduction of the author’s case, including an analysis of promotion of the Renaissance Moscow Monarch Center hotel.
As part of the scientific novelty in the framework of the work, HoReCa was considered in terms of the direct influence of the target audience creating new informational trends. The author draws a parallel between the needs of the millennials and the need for companies to develop more accurate marketing solutions. These findings can be considered as he basis for building a current and effective promotion plan for various market players and are significant for studying modern communication practices.
Keywords: HoReCa, digital marketing, hotel business, hospitality industry, digitalization, SMM
Text: PDF
For citation: Trubnikova N.V., Demyanchuk J.Y. Digital marketing in HoReCA industry: personalization and feedback. Communicology (Russia). 2018. Vol. 6. No.5. P. 38-48. DOI 10.21453 / 2311-3065-2018-6-5-38-48.
References
Davydenko E.A. (2017). Aromamarketing as a tool of influence on modern consumer / Е.А. Davydenko. Brand Management. No.2(93). P. 130-131 (In Rus.).
Dolzhenko R.A. (2017). Marketing research in a commercial bank: principled approaches to organization and implementation / R.А. Dolzhenko. Marketing and marketing research. No.1 (127). P. 4-14 (In Rus).
Kirillina N.V. (2014). The social potential of marketing communication in urban information environment: a sociological analysis. Diss. ... Cand. Sc. (Soc.). Moscow: RANEPA (in Rus.).
Nikulina O.V. (2014). Marketing loyalty as a key characteristic of the evaluation of the effectiveness of marketing relationships within a regional cluster. Ed. O.V. Nikulina, V.O. Pokul. Economics and Entrepreneurship [access mode]: http://naukarus.com/marketingovaya-loyalnost-kak-klyuchevayaharakteristika-otsenki-effektivnosti-marketinga-vzaimootnosheniy-v-ramkah-region ( (In Rus.).
Pecheritsa E.V. (2015). Electronic sales channels (EDS) as a way to promote hotel services / E.V. Pecheritsa, D.S. Chernov. Sales management. No.6 (85). P. 416-426 (In Rus.).
Reznik G.A. (2016). Marketing partnerships of local authorities. Ed. G.A. Reznik, K.A. Burukina. Journal of scientific and applied research. No.4. P. 76 (In Rus.).
Startsev A.A., Grishanin N.V., Kirillina N.V. (2018). Identity and Identification in Social Networks. Communicology (Russia). Vol. 6. No.4. P. 76-87 (In Rus.).
Vardanyan I.S. (2016). Strategy and tactics of formation of consumer loyalty (on the example of restaurant business) / I.S. Vardanyan. Sales management. No.2 (87). P. 128-132 (In Rus.).
Vyakhirev E.S. (2016). Media advertising as a modern and relevant Internet marketing tool. Ed. E.S. Vyakhirev. Internet Marketing. No.5 (95). P. 317 (In Rus.).
Zabin D. (2006). Targeted marketing. Ed. D. Zabin, G. Brebach. Moscow: Eksmo (In Rus.).
