Marketing in war conditions of the country's: features of communication channel development

Abstract

The paper considers the problem of building marketing communication channels in the conditions of the war in the country. The relevance of the problem is explained by the fact that the scientific literature does not cover the issue of building marketing communication channels in the conditions of martial law in the country in the digital age. The purpose of the paper is to study changes in marketing communications in the retail sector during wartime compared to peacetime. It was established that the development of information technologies led and leads to the emergence of new means of communication interaction. It has been established that marketing communications are becoming highly personalized, preference is given to mobile traffic, customers are involved in communication (they are provided with an answer to comments). Signs of built communication channels are the return of long reads, mailings, the widespread distribution of chat bots, the demand for interactive content, etc. The development of information technologies leads to the appearance of new means of communication interaction, changes in the purpose of marketing communications. It should be noted that in critical moments, people prefer to receive information from the Internet, because it is updated more often, and the mobile Internet does not require high volumes of traffic, and reflects a greater number of different points of view. Specified trends: Marketing communications during the war are highly personalized, interaction, including promotion on the Internet, aimed at winning individual customers. Сustomers are actively involved in participating in surveys, development and improvement of means of promotion to attract new customers, etc. The use of marketing in the Internet environment of the pull model (in contrast to traditional marketing, where the push model is used, in which consumers play a passive role and have only a fairly limited choice of information channels) to interact with an active user who receives information in return on request.