The aim of the article. The traditional system of marketing communications was formed in conditions of industrial society. However, in terms of the present information society, the comprehensive spread of Internet technology and the emergence the crowd-technology, it is necessary to form new approaches for marketing communications management. In the article it was explored the new marketing communication in crowd technologies and their application in marketing management activity. The results of the analysis. In the article it was shown the transformation of communication influence approach in the Internet environment from model «one-to-many» to model «many-to-many». In addition, it was explored that so-called «virtual communities» within which users interact and influence on each other characterize the current Internet environment. Exactly for such communities’ management it is appropriate to use crowd-technology. Author provides definition of crowd-technologies that means interaction of enterprises with a wide range of people who use Internet technologies public resources, in order to solve specific problems of enterprises or organizations. Also definition of crowd-marketing was formed. According to mentioned features of modern Internet environment, author has developed a double contour model of communication influence in the Internet. The main essence is to manage communications through two contours, the first of which forms the context and has influence to the virtual communities’ users; the second contour provides traditional communication directly with the consumer. According to this model of communication influence author improved classification of marketing communication in crowd-technology conditions. It creates a theoretical basis for consumers’ behavior management in the market. The author’ classification of marketing communications consists of 10 criterias. The described classification of communications shows new types of communications that are more effective than traditional marketing communications. In addition, such advertising mechanism as targeting was considered. Due to that advertising mechanism it is possible to realize the double contour model of the communication. Targeting is a demonstration of advertising message to consumers hich were selected by demographic and behavioral criteria. Mechanism of retargeting allows re-demonstrate advertising to targeted consumers who previously visited the advertiser’s website. It promotes higher target actions and helps to increase sales. In article lead generation process was shown. Lead generation is a customers behaviors management through «sales funnel». Due to the lead generation, it becomes possible to receive economic effect of crowd-technologies. In addition, omnichannel of communications phenomenon was described. It is a new transformed type of communication between seller and consumer. Conclusions and directions of further researches. In general, the article covers the modern trends, new types of marketing communications, its specifics and mechanism of management. Further studies should be conducted towards implementation of crowd-technologies mechanisms and a more accurate determination of economic effect of these instruments.
Keywords: crowd-technology, Internet environment, marketing communication, two contours model, communication impact
JEL Classification: D85, M15, M31.
Cite as: Poltorak, К. (2015). Management of marketing communications in the era of crowd-technology. Marketing and Management of Innovations, 3, 66-75. https://doi.org/10.21272/mmi.2015.3-06