Intelligent marketing information systems
DOI:
https://doi.org/10.31617/2.2025(53)05Keywords:
information support, communi¬cation strategies, marketing information system, consumer segmentation, social media, SMM model, H2H model, artificial intelligence, big data technologies.Abstract
Modern globalization and the rapid development of information technology in society require the adaptation of theoretical marketing principles to ensure the effective functioning of trade enterprises in new conditions. This particularly relates to intersectoral integration, the implementation of digital technologies, changes in consumer behavior, and the intensification of competition in the global market. To enhance the competitiveness of enterprises, the development of effective communication strategies is necessary, which is impossible without high-quality informational support. The hypothesis is posed that the implementation of a marketing information system integrating SMM and H2H models improves communication between trade enterprises and consumers. It is expected that this will contribute to improving qualitative indicators, such as consumer satisfaction and brand perception, as well as quantitative indicators such as sales levels and customer loyalty. Data collection and analysis will be carried out in the next stages of the research. The methodological basis of the research is composed of theoretical search methods, such as: analysis, comparison, data systematization, and the method of systems analysis. Based on the analysis of scientific sources and the rapid development of trade in social media, methodological principles for informational support of communication strategies for trade enterprises on social media platforms have been developed, and effective methods for optimizing the storage and analysis of large volumes of data and consumer segmentation, considering SMM and H2H models, have been explored, which will contribute to the increased effectiveness of communication strategies for enterprises. The proposed approach to selecting segmentation criteria for consumers allows for the development of effective marketing strategies for trade enterprises. Further research will focus on methods for segmenting consumers on social media platforms and developing a portfolio of communication strategies with consumers, as well as evaluating their effectiveness for trade enterprises.
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