Цифровий інструментарій брендингу територій
DOI:
https://doi.org/10.31617/1.2024(156)04Ключові слова:
брендинг територій, цифровий брендинг, цифрове середовище, цифровий маркетинг, цифрові канали, методи та інструменти цифрового маркетингуАнотація
Для розвитку та просування сіл, селищ, міст, регіонів, країн у сучасному світі активно застосовується брендинг територій. І якщо раніше для ефективного брендингу та просування достатньо було традиційних маркетингових інструментів, сьогодні обовʼязковим стає використання методів та інструментів цифрового маркетингу (ЦМ). Метою статті є обґрунтування й систематизація методів та інструментів цифрового маркетингу для брендингу територій. Під час проведення дослідження застосовано загальнонаукові та спеціальні методи: діалектичний, аналізу та синтезу, індукції й дедукції, порівняльного аналізу, групування, структурно-логічний, логічного узагальнення результатів, а також графічний. Визначено сутність та обґрунтовано принципи й функції брендингу територій. Виокремлено сегменти цільової аудиторії для просування брендів територій: інвестори, підприємці, населення, туристи. Зазначено напрями розвитку бренду України та її територій. Розкрито внутрішні та зовнішні фактори маркетингового середовища територій і наведено поняття брендингу територій у цифровому середовищі. Обґрунтовано й систематизовано цифрові канали, методи та інструменти брендингу територій.
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