Transformation of mechanism of sales and services promotion in digital environment

Abstract

Digitalization of economy will not solve the problem of gaining consumers' trust. Consumers are getting more independent in their choice; they learn to escape watching advertisements. That is why reputation of an organization, together with price, is becoming a powerful stimulus of consumer choice. In order to overcome informational overload of digital environment and create reputational assets, it is necessary to change the strategies of marketing communications. The content of messages should address basic values of consumers, therefore the emphasis should be shifted to promoting social ideas. High importance of an idea means high involvement of consumers and that allows overcoming informational overload of digital environment. Correlation of expenses and profits from realizing a social idea and also the value of an idea for the society and an individuum determine four types of promoting strategies. Interconnection of an organization business and the problem being solved enables not only forming reputation but also performs commercialization of a social idea in the form of sales of a material product. Promoting a social idea requires network structure of building the process of communication. The network model of communication takes into account multiplicity of subjects participating in the communication and also 'self-sufficiency' which is intrinsic to the idea as benefit suggested for exchanging.