Main trends of communicational channels on innovative goods market

Олег Андрійович Легкий, Олександра Богданівна Марцінковська


A review of the communication policy of innovative products and services on world markets, so-called "blue oceans", is conducted. The specific marketing tools of innovative products in their classical and modern aspects are analyzed as well as the result of their usage. On the example of Vocaloid™, “promotional efforts multiplier” phenomenon is defined as a special form of network marketing, in this case it is non-aggressive by its nature, effective in the digital era without geographical limitations or the need for additional research and simple in its implementation. Positive and negative aspects of crowdfunding as a specific business model of entrepreneurship are defined, especially in the context of collective investment filter phenomenon and as alternative corporate model of production. The example of the CBC model, proposed by the author, determining business or being as an intermediary between the customers’ communication channels (also as a platform or resource) or as dependent on them, is considered. The phenomenon of social positioning of companies is described in the case of transformation classic PR-tasks regarding with the current state of digital marketing paradigm. In the development of digital marketing it has been singled out the blogging in particular in the B2B segment, visual marketing and digital direct marketing. The communicational changes in the informational field of the business environment are highlighted through the coverage of a modern network company model within individualization of supply and customization of production.


marketing policy; product promotions, new products; crowdfunding; business model; promotion multiplier; communication channels; digital marketing; visual marketing; social positioning; CBC; innovative product

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Science Works Journal "Ekonomichnyy analiz"

ISSN 1993-0259 (Print)  ISSN 2219-4649 (Online) DOI: 10.35774/econa

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