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DEVELOPMENT OF INFORMATION AND COMMUNICATION INFRASTRUCTURE OF RELATIONSHIP MARKETING BASED ON MODERN MOBILE TECHNOLOGIES
The relevance of the problem is due to the fact that the influence of the digital economy transforms consumer behavior and determines the development of information and communication infrastructure of relationship marketing in the activities of companies. The purpose of the article is to justify the use of mobile technologies in the framework of improving the quality of individual relationships between the company and the target consumer. The leading approach to the study was a generalization of scientific and practical study of the specifics of mobile marketing, conducted by modern Russian scientists and practitioners. The article discusses various options for the use of mobile marketing in practice: the creation of a mobile version of the corporate site, an adaptive version or the development and promotion of mobile applications. The advantages and disadvantages of each option are presented and it is proved that the use of mobile technologies for the company is an instant connection with the consumer, the solution of his problems, the provision of information, goods, services in the place where it is most convenient for him. The article can be useful in the marketing activities of companies in the formation of online strategy to attract and retain consumers through the use of mobile devices in order to develop mutually beneficial long-term cooperation.
Keywords
information and communication technologies, relationship marketing, mobile marketing
AUTHORS
Victoria A. Bondarenko
Doctor of Economics, head of the Department of Marketing and advertising, Rostov state University of Economics (RINH), Rostov-on-Don,
Rostov State University of Economics, 69, Bolshaya Sadovaya str., Rostov-on-Don, 344002, Russia. E-mail: b14v@yandex.ru
Olesya V. Ivanchenko
Candidate of Economics, head of the Department of Marketing and advertising, Rostov state University of Economics (RINH), Rostov-on-Don, 69, Bolshaya Sadovaya str., Rostov-on-Don, 344002, Russia. E-mail: iovkmr@mail.ru
Introduction
At present, the development of digital economy and globalization of the information and communication space have a significant impact on the behavior of goods and services consumers. In turn, the transformation of consumer behavior actualizes the development of information and communication infrastructure for relationship marketing in the activities of companies.
Within the consumer orientation, such elements of the information and communication infrastructure of relationship marketing as Internet advertising, search promotion, digital TV, promotion in social media and blogs, creation of mobile applications for smartphones, tablets and other media, provide competitive advantages by improving the quality of individual relationships between the company and the ultimate consumer (Ivanchenko, 2017). At the same time, mobile technologies, which are one of the key tools of Digital Marketing, form the company's online strategy for attracting and retaining consumers on the basis of mutually beneficial long-term cooperation with the help of mobile devices.
Materials and Methods
Internet technologies have become an integral part of modern society and have penetrated into all spheres of social interaction. Almost all their free time consumers spend with gadgets, accelerating an already rapid rhythm of life and enabling instant information exchange. All these factors result in omnichannel buyers who buy both in offline stores, and via their mobile phones, tablets, computers (Ponomareva, 2016).
This trend can be confirmed by the data of the All-Russia Omnibus GfK, according to which by early 2018 the level of Internet penetration in Russia grew from 70.4% to 72.8%, and the mobile Internet audience grew by 20% - from 47% to 56%. As a result of 2017, the audience of Internet users was 67 million people. First of all, the growth of the mobile Internet audience is connected with the growth of smartphone penetration - at the beginning of 2018 more than half of the Russian population (51.5%) used Internet access from smartphones. Most of the increase of Runet users is provided by the older generation, as the level of network use among young people reached the maximum levels as far back as 2016. According to GfK, 36% of Russians over 55 use the Internet. In the 30-54 age group, this figure is 83%, and among the youth - 98% (GfK, 2018).
The development of mobile technologies leads to an online trading sales increase. Mobile devices simplify the process of buying and selecting goods, enable you to compare prices and choose the best option while away from home. For example, mobile online price aggregators are sites that collect and systematize data on products presented in catalogs of online stores registered in the system and prices set for each product. These sites accumulate prices, consumers' feedback, provide a complete description of the goods, services, photographs, which makes the search for information easy, saves time and, as a result, significantly helps to make a purchasing decision, including that via mobile devices (Bondarenko, Ivanchenko, Mirgorodskaya, Dadayan 2016).
In this regard, producers of goods and services should take into account the behavior of the Internet-dependent generation Z, which will replace the millenials.
Due to their compactness and Internet access, smart phones and tablets have gained special consumers attention, 87% of the world's population uses mobile phones. Already in 2016, the number of Internet visits from mobile and tablet devices outperformed those from PCs. Bearing it in mind companies are to develop mobile marketing and modify companies' Web sites.
An important component of mobile marketing is the site's design for smart phones and mobile phones, its convenience for mobile users of all kinds of smart phones and tablets, though it usually having been designed and developed exclusively for users of ordinary desktop computers with a large screen. Now, the share of so-called mobile site users in many site's categories is approaching the share of ordinary users and even exceeds them (Popov, 2015).
Discussions
Moreover, according to the latest data, in the near future more than 90% of all Internet traffic will fall to the mobile users share. It causes a number of problems (the site looks ugly, the text is small and uncomfortable for reading, problems with pages scrolling, site navigation problems, etc.), which must be solved. Mobile marketing involves three options: the creation of a mobile version of the corporate company's website, an adaptive version, or the development and promotion of a mobile application.
A mobile site version is a separate full-fledged project with the a special design, optimized content and usability. This version designer's task is to convey the meaning and basic ideas of the company correctly using a small screen and just one column. The content is shortened, if necessary, by removing less important information blocks and leaving the most important ones. The organization of the site and functions are completely changed, only the style of the site, some of its categories and the content are repeated, so that the user knows that he is on the same site (Popov, 2015).
Such version of the site is able to tackle with all complex and sensitive issues. Mobile site is created using flexible technologies: mobile structure, mobile images and the possibility of using specific device functions.
Besides the fact that adapting the site for smart phones gives access to a very wide audience, there are other reasons for creating a mobile version of the site. First, a mobile version of the site makes life easier for its "mobile" visitors, that is, potential buyers. There is no need for horizontal scrolling, everything is displayed and functions the right way. Secondly, a mobile version is easier, so it loads faster than the full version of the site. It means that the visitor will not close the page and go to another site. And thirdly, search engines use mobile search for phones, so the mobile version of the site will be ranked higher, and there will be more redirections onto the site, which is to increase a number of possible visitors (Garaev, 2015).
Besides the site's mobile version, an adaptive version of the site - a special design of web pages, through which the site is conveniently and clearly displayed on various devices that have access to the Internet - can be used. To adapt a site for mobile devices and tablets means to implement a special layout thanks to which the site will look properly on different screens. The "weight" of the site's adaptive version is not less than that of the main one, but due to adaptive design technologies the functionality of the site does not suffer at all.
Advantages of adaptive design are:
- Relevant display of web pages and all site elements on any devices due to adaptation of styles to mobile browsers;
- Meets Google's requirements for viewing convenience on mobile devices;
- Convenient to develop, the cost is lower than the creation of a mobile version;
- One url for a regular site version and an adaptive one, so users are not to be redirected and visitors need not to remember an individual subdomain address (Voitishek, 2016).
Another element of mobile marketing is creation and promotion of a special mobile application. We'll consider the merits of applications for smartphones and tablets from a technical point of view and in terms of marketing.
1. Functionality. Mobile applications are very rich in functionality, they have access to the mobile device's navigation and camera, as a result they have a lot of functions that will be useful to any entrepreneur.
A mobile site is limited in its functions and features, it is actually the same site, only convenient for viewing from a mobile device.
Mobile applications are only for target consumers. A user sets any application only when he is interested in this service or information, he will never install the app if he is not interested. Besides applications tailored to a specific platform, for example, IOS or Android.
A mobile site is used not only by targeted consumers, it is not designed specially for this or that device. Its information is available for a significantly greater number of people, but the conversion of views and buyers is ten times lower than that of an application.
2. Usability and integration with services.
Mobile applications perfectly interact with all integrated services: social networks, GPS - navigation, notifications. A high-quality and intuitive interface makes the application as user-friendly as possible.
A mobile site does not always interact well with various services, and it is not always displayed correctly on mobile devices and personal computers.
3. Promotion.
Mobile applications are located in Appstore and Googleplay stores, users can find them there. It can be promoted together with a personal brand of an institution or a company that uses the application for its commercial and non-commercial purposes.
A mobile site has own advantages in promotion, and can be promoted using search engines.
Applications for smartphones and tablets are one of the ways to access a website. A mobile version of the resource performs a similar function, so they are similar to each other. However, mobile applications have key advantages, the main ones being the following:
1. Applications support functions that are vitally important for mobile gadgets owners. For example, they enable to enter data using the "SWYPE" technology.
2. Applications are traffic efficient, which is extremely important because of the high cost of mobile Internet.
According to Clutch, a leading research center for the mobile applications development, small and medium-sized business owners distinguish three main goals of mobile applications (Gothankar, 2016):
1. Improve the quality of customer service.
Applications can be used for communication with company's potential customers and starting a direct two-way communication. Using such applications the brand can award coupons and loyalty programs to its customers, motivating them to come back again and again. Since customers are constantly moving somewhere and are not at their PC most of the time, an application will give them the opportunity to communicate with an operator, wherever they are.
2. Increase in sales.
One of the ways to increase sales is to offer a real incentive to download applications to new potential customers. Special offers, promotions or competitions can be considered as such motivational drive. Accessibility for customers. For example, information about store's novelties or offers can be sent using push notifications. It will also be possible to
use another popular mobile tool to increase sales - a loyalty program that encourages regular customers.
3. Successfully compete with large companies
Today's availability of such solutions enables more and more small businesses to create applications that will help them to become one level with larger competitors. Mobile applications also contribute to the understanding of individual markets. The young audience is completely mobile and an app is one of the opportunities to enter the market the company is striving for.
As a result all these three goals work together: excellent customer service helps to increase sales, thereby enabling to function better in a competitive market.
Regardless of the initial reasons for creating applications, most small businesses note that their applications provide a unique way to create brand loyalty by building one-to-one relationships with customers (Gothankar, 2016).
In general, we can distinguish the following features of the mobile application in comparison with other channels:
1. Expansion of the client base due to active users of mobile devices
2. Investments in the creation of a mobile application is more profitable compared to investing in other advertising channels. A mobile application is characterized by a fast payback period. Clear analytics gives an opportunity to monitor the effectiveness of the action in real time and instantly make changes
3. Mobile applications are an indicator of the company's image, which firmly gains a foothold in the minds of customers, creating a clear advantage over competitors.
4. Companies that have implemented mobile applications note an average increase of 50% in secondary sales (Kataev, 2017).
5. Mobile applications are a possibility of instant (ongoing) interaction with customers. Push-messages sent via mobile applications are characterized by the highest percentage of openness among all other types of mailings.
6. Mobile applications provide an interesting and rare opportunity to introduce loyalty programs with the help of GPS coupons and QR coupons. Such programs increase the physical flow of customers into the business space significantly.
Conclusion
Summarizing the foregoing, we point out that mobile technologies open up new opportunities for modern consumers (instant information search, the ability to connect with other users, access to social media, one-click-purchase facilities), and in this regard, the latter become very dependent on them . For a company such use of mobile technologies is not just a mobile advertising. It is an instant connection with the user, solving his problems, providing information anywhere it is convenient for him. Therefore, a mobile site or an application is mandatory in the development of information and communication infrastructure for relationship marketing in companies' activities.
REFERENCES
Bondarenko, V.A., Ivanchenko, O.V., Mirgorodskaya, O.N., & Dadayan, N.A. (2016) On-line price-aggregators in the process of trade institutions price policy formation. Economics and Entrepreneurship, 7 (72), 644-647.
Garaev, T. (2015, July 08) What to choose: mobile version vs adaptive design? from https://nubex.ru/blog/timur_garaev/mobilnaya_versiya/
GfK: Internet audience in Russia in 2017. 2018, from http://www.cnews.ru/news/line/2018-01-16_gfk_internetauditoriya_v_rossii_v_2017_godu
Gothankar, M. (2016, January 18) Top 3 Reasons Small Businesses Make An App, from http://www.signitysolutions.com/blog/mobile-applications/top-3-reasons-small-businesses-make-an-app-and-how-they-win/
Ivanchenko, O.V. (2017) Information and communication infrastructure as a rationale for the company's marketing strategy in unstable market conditions. Financial research, 2(55), 141 -146.
Ivanchenko, O.V. (2017) The choice of the company's development strategy in the process of formation of information and communication marketing infrastructure. Bulletin of the Rostov State University of Economics (RINH), 2 (58), 32-37.
Kataev, I. (2017, May 11) Marketing of mobile applications: 15 useful tips, from http://www.azoft.EN/blog/marketing-mobilnyh-prilozhenij-sovety/
Ponomareva, E. (2016, November 03) 15 consumer trends coming from the West, from http: //www.e-xecutive.ru/management/marketing/1985812-15-potrebitelskih-trendov-nastupauschih-s-zapada
Popov, Yu. (2015) Mobile applications. A trend or a whim of time? from http://first-billion.com/news/mobilnye-prilozheniya-dlya-biznesa.html
Voitishek, Ev. (2016, September26) Website or mobile application - what does your company need? from http://rb.EN/opinion/site-or-app/
SUFFICIENCY OF SEVEN SIMULTANEOUS INTERACTION WAYS OF TWO OPPOSITES FOR THE EMERGENCE OF AN INFINITE SET OF IRREDUCIBLE DEVELOPMENT POSSIBILITIES
Abstract
The actuality of contradiction category as an issue of dialectical logic is due to the fact that contradiction is the proper cause of development but, being a form of inventive (creative) task, it rarely becomes the object and purpose of invention. The purpose of this article is to invent a new idea of contradiction. The leading approach to achieve this goal is dialectical logic and the algorithm for solving inventive tasks. The article establishes a conceptual isomorphism, with an accuracy up to a number of parameters, of a dialectical problem of inherent simultaneous methods of interaction of two opposites and a minimax problem solved by mathematicians, in which, beginning with seven parameters, an infinite set of irreducible types of discrete structures emerges, arising within a continuous environment and stable in relation to small changes. The proposed idea of a new categorical structure of dialectical contradiction differs from its traditional understanding and the concept of multipolarity, which reduces the interaction of opposites to unity and struggle, because it reveals seven inherent simultaneous methods of interaction of two opposites, necessary and sufficient for the emergence of an infinite set of irreducible development possibilities. The article contains a description of this alternative idea pedagogical implementation in the form of a self-referent structure of a creative seminar on the system of the continuous development of creative thinking with the active use of inventive tasks solving theory. The materials of the article may prove to be useful not only for further theoretical development of dialectical contradiction category, but also for improving the creative methodology of TRIZ pedagogy.
